Posts made in December, 2020

on Dec 8, 2020

By Caroline Parry Organisations must develop an authentic brand purpose that chimes with the reality of their day-to-day business and that is respected and supported by their employees to succeed, particularly as the pandemic is testing the purpose and values of all companies. These insights were the central themes discussed at a recent roundtable hosted by The Drum and WE Communications, which brought together leading marketers and social purpose experts to discuss how purpose is hitting a whole new level. Kenneth Hein, US editor at The Drum, moderated the discussion. Amy Fuller, global chief marketing officer at Accenture, kicked off with an insight into how Read full story › Source: The Drum...

on Dec 8, 2020

By Shawn Lim Robert Bradley, the new head of Asia Pacific at CNN explains to The Drum why the closure of millennial-focused media company Great Big Story (GBS) was a difficult decision to make and what the future of media now looks like for CNN. The AT&T-owned news broadcaster announced in September it was closing GBS, a platform that is used to create documentary-style video content aimed at millennials on social media channels around the main pillars of Human Condition, Frontiers, Planet Earth, Flavors, and Origins. Bradley, who took over from Sunita Rajan, who left for Bloomberg, says while CNN was Read full story › Source: The Drum...

on Dec 8, 2020

By Charlotte McEleny There’s been an undeniable move to CTV by viewers across the world this year, as people spent more time at home with premium video but this means marketers now need to keep a keen eye on brand safety. Penny Langenfeld, director of programmatic sales, South East Asia at DoubleVerify explains that as marketers invest more into CTV and advanced TV, they need to make sure they have a brand safety strategy in place because fraudsters tend to follow the money. “CTV comes with more premium CPMs and we know that fraudsters are going to follow those premium CPMs to make more money. Read full story › Source: The Drum...

on Dec 8, 2020

By amit bapna Leadership from key agencies across the APAC region look back at the year, sharing how the business fared for them, the high points and the low moments, the learnings along the way, the pivoting done to consolidate businesses and what is in store going forward. In this edition, Sean Donovan president, TBWAAsia shares the report card of the celebrated New York-headquartered agency group’s APAC operations 2020 has been a tough year for businesses across markets and economies. What would you define as some of the key trends of the year? The pandemic has challenged growth everywhere, with budget contractions, budget Read full story › Source: The Drum...

on Dec 7, 2020

By Imogen Watson As Katherine Whitton counts down her last days as Specsavers’ marketing boss, she can do so in the knowledge she leaves a lasting legacy behind at the optical retailer. But before she goes anywhere, we catch up with her to hear about the lessons she has learned during a short but prolific tenure. Since first boarding the boat to St Andrew, Guernsey on her way to take up the chief marketing spot at Specsavers, Katherine Whitton has been an eye of providence across the brand, restructuring its 90-strong in-house agency, attracting leading industry talent and developing a new brand strategy. Read full story › Source: The Drum...