Posts made in November, 2020

on Nov 20, 2020

By Rumble Romagnoli Luxury brand marketing is a fine art: detailed targeting, engaging language and stunning images entice some of the world’s most demanding clientele towards purchasing high-value goods. The audience – high-net-worth and ultra-high-net-worth individuals – is used to the best of the best, meaning that any advertising aimed that way must be extremely well-thought-through and high-quality. The luxury industry, which includes goods such as high-end cars, fashion, watches and travel, was worth a staggering €281bn in 2019, according to a report released in September by the Statista Research Department. And while the Coronavirus has undoubtedly dented this upward curve, the Read full story › Source: The Drum...

on Nov 20, 2020

By Esme Rice Yes, you read that headline correctly. The next generation of scrollers has banded together to create Ratatouille the Musical on TikTok, driving over 54.3m views of their creation. From set design to song creation, marketing and even dance routines, they have put together their lockdown boredom and creative skills to coordinate and choreograph an entire musical. It’s either a huge cry for the lockdown to end or the best expression of creative collaboration that a social media platform has ever seen. Either way, this unique trend demonstrates how powerful the platform can be at creating viral moments. Check out some of the Read full story › Source: The Drum...

on Nov 20, 2020

By Ashleigh Giesler So long, serif font family? Well, that’s what the global fashion houses would have us believe. The often all-caps, wide-spaced aesthetic to covet seemingly no longer requires fussy strokes, firmly waving goodbye to elaborate lettering. Basically, they’ve gone all sans-serif on the logo game, with only miniscule variations and it hasn’t gone unnoticed. Coined as ‘blanding’ by some, who’s digging the new look, you ask? Everyone from Balmain and Burberry, to Saint Laurent, Celine (they’ve dropped the accent) and Balenciaga, plus many more major players. The visuals speak for themselves, yet curiously, it’s possibly not until you view a selection of Read full story › Source: The Drum...

on Nov 20, 2020

By Rebecca Stewart For the third year in a row, the World Federation of Advertisers (WFA) and The Drum are teaming up to find, and crown, the Global Marketer of the Year. Today, we hear from the judges on the qualities the winner needs to possess in 2020 – a year which has forced brands to be both agile and purposeful in the face of uncertainty. What qualities must a contemporary, outstanding marketer possess to navigate the ongoing crisis that Covid-19 has thrust upon the industry? With ad spend in decline, ROI under scrutiny and brands pondering their purpose, that’s the question the Read full story › Source: The Drum...

on Nov 20, 2020

By Rohit Raj The Indian startup system continues to be one of the most action-packed categories, even in tough times. It is a category where successes and failures exist in equal measures. Rohit Raj, co-founder of The Glitch (a WPP company that recently became a part of the VMLY&R network) makes a case for achieving the mythical sweet spot for startups by making a shift towards ‘creative capital’. “VC cash can help the brand be seen, but ‘creative capital’ can help the brand be seen and heard,” he says. “The epitaph of advertising networks will be written by us consultants” quipped a friend of Read full story › Source: The Drum...