By Eleanor Lim It’s safe to say that the B2B landscape has been entirely transformed this year. With all manner of traditional workplaces affected, trade shows and conferences suspended, B2B marketers have made quick changes and found new to connect to their customers. This time of unprecedented disruption presents an opportunity to take stock and reprioritise, not a straightforward task by any means. To help marketers reach a solution, The Drum proudly presents B2B WorldFest, in partnership with Stein IAS, and with the support of LinkedIn. Below you’ll find a preview of what to expect at the festival, two days packed with expert tips and Read full story › Source: The Drum...
Read MoreBy Shawn Lim Jio Creative Labs, led by Aditya Bhat, is the advertising and communication arm of Indian telco Reliance Jio Platforms. He takes The Drum behind the scenes of the in-house creative agency for India’s largest player in the market Reliance Jio Platforms is India’s largest telecommunications player. That position gives it a huge customer database, and a dominant position in related consumer spaces such as retail, entertainment, and even social. With such a range of commercial interests, its in-house agency, Jio Creative Labs, gives paramount importance to operational flexibility. During its brainstorming sessions, for example, corpoate hierachies are suspended and all Read full story › Source: The Drum...
Read MoreBy John McCarthy Ballantine’s, the second-best-selling Scotch whisky in the world, has launched a new campaign across 20 markets as it looks to appeal to a younger, more diverse audience. We catch up with its global head of brand communications, Josh McCarthy, to hear how it created a campaign that’s relevant in every corner of the world. Ballantine’s has steadily been attracting new generations of drinkers since 1827, but with the rise of digital and a greater emphasis on international sales, it has had to craft a story that’s as relevant in the UK as it is on the coast of Read full story › Source: The Drum...
Read MoreBy Nagham Akileh At a time when e-commerce adoption is accelerating, it’s more important than ever to differentiate your brand from the competition. However, e-commerce has become synonymous with performance marketing, as businesses focus on consideration and conversion tactics and metrics. While that might be all well and good in the short-term, at some point growth will plateau as brands squeeze out every possible dollar from a limited userbase. When everything is trackable and measurable, it’s easy to fall into this common pitfall and become purely sales-focused, with similar product-heavy advertising, calls to action, and discount promotions to the rest of the market. But Read full story › Source: The Drum...
Read MoreBy Jenni Baker After months of hard work on the ‘Marketing can change the world’ brief to help three minority-owned groups of business owners around the world, the three teams in the US, UK and Singapore had the chance to present their campaign strategy, big idea and solution to the competing teams, their mentors and David Fischer, chief revenue officer at Facebook. In episode one, the teams kicked off their first virtual brainstorm sessions, hearing from keynote speakers within the minority group they set out to help, to understand the challenges they face, and begin exploring the insights that would drive their campaign. <a target=_blank Read full story › Source: The Drum...
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