By amit bapna Companies across categories, had to rejig their business model and the product portfolio in the last few months, in the wake of the pandemic and the resultant changing consumer habits. Online furniture as a category, for example, saw a huge surge when compared to the brick-and-mortar category. Pepperfry, India’s leading furniture and home products marketplace also went through a turbulent phase in the last few months where a few sub-categories like study tables and ergonomic office chairs grew beyond expectation – and some others saw a shrinking demand. As such, the brand recalibrated its marketing playbook and, more recently, to buck Read full story › Source: The Drum...
Read MoreBy John McCarthy McDonald’s UK has wrenched hearts (again) with an emotional Christmas spot. The Drum questions Leo Burnett creative director duo James Millers and Andrew Long to learn how they crafted the animated ‘Inner Child’ spot. McDonald‘s latest Christmas ad ells the simple story of a single mum trying to get her son into the Christmas spirit. However, she faces resistance from the mopey teen, until his inner child wins out. Video of Christmas 2020 | Inner Child | #ReindeerReady | TV | McDonald's UK Loading… From ink to animation McDonald’s has favoured an animated spot for the last two Read full story › Source: The Drum...
Read MoreBy Shawn Lim 5G speed can transform everyday tasks into enhanced experiences as faster speeds and response times enable new applications that can offer real-time interactivity and experiences that are so immersive that it is almost like the real thing. Singtel’s Gan Siok Hoon tells The Drum what consumers and marketers can expect from the technology. It may be hard to imagine how valuable 5G can be, because most applications would not have a form factor change. For example, a self-driving car will still look like a car, but the way one operates it will be absolutely different with 5G. Consumers will notice and feel Read full story › Source: The Drum...
Read MoreCollaboration, Creativity & Communities: Facebook’s David Fischer on how marketing can change the world
By Jenni Baker Marketing can change the world if, as an industry, our people and businesses come together and “pile some energy into working collaboratively because societies, communities and countries benefit when we do,” according to Facebook’s chief revenue officer, David Fischer. That’s precisely what The Drum and Facebook set out to do with the ‘Marketing can change the world’ initiative, assembling three teams from brands and agencies across the globe to find creative solutions and big ideas to address business and societal challenges affecting small-to-medium size enterprises (SMEs) in the US, UK, and APAC. The teams, each championing different minority-owned enterprises, are tackling a Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart From playing with augmented reality (AR) to increasing investment in direct-to-consumer, Covid-19 has done more to accelerate Coty’s digital strategy than any chief marketing officer or chief digital officer ever could, says its senior vice-president of digital transformation. When Covid-19 struck, hundreds of thousands of brands – from Heinz to Ford – clamoured to create digital experiences. Many had to do so from scratch, inking fresh deals with vendors and tech partners to quickly deliver content, e-commerce and social media solutions that met the needs of their newly locked-down customers. Coty, however, was ahead of the curve. Months before governments sounded Read full story › Source: The Drum...
Read More
Industry News