Posts made in December, 2020

on Dec 11, 2020

By Jenny Stanley What is augmented reality? The marketing and advertising worlds have, in the last couple of years, witnessed a revolution called augmented reality (AR). AR allows brands to provide their customers with unique, engaging experiences that combine ‘real’ and virtual interactive elements. This emerging trend is changing the marketing and sales game, becoming one of the main choices among B2C markets. AR can be applied in many different ways, such as in apps or connected packaging. In this article, we will explore the pros and cons of augmented reality in marketing, as well as explain how your business could benefit from Read full story › Source: The Drum...

on Dec 11, 2020

By Kenneth Hein Viewing Coca-Cola’s statement about its desire ‘to dramatically improve the effectiveness and efficiency of its marketing investments’ as just a cost-cutting measure is misguided. Winning of one of biggest reviews of 2021 will not simply be a matter of cost, but may just come down to data, per experts. Here’s why. The Coca-Cola Company’s decision to launch a global media and creative agency review ensures that it will be one of the agency world’s largest prizes in the New Year. With $4.2bn of global ad spend at stake, the competition will be lining up to impress the decision makers at its Read full story › Source: The Drum...

on Dec 11, 2020

By Rebecca Stewart Ahh, the office Christmas party. Love it or loathe it, it rolls round just once a year, giving employees across the globe the chance to let off some steam before the holidays. Advertising, in particular, has a bit of a reputation for raucous Christmas celebrations. Some agencies go all out on a theme or stump up for a fancy venue where mince pies mingle with alcohol, creating a recipe that‘s sure to require an aspirin (or two) the next morning. In recent years, ad land has made efforts to be more inclusive in its Christmas celebrations, lessening the focus on Read full story › Source: The Drum...

on Dec 11, 2020

By Shawn Lim Two of Singapore’s cinema operators have announced they are keen to merge as they try to cope with the Covid-19 pandemic. Cathay Cineplexes, which is owned by Mm2 Asia and Golden Village, owned by Orange Sky Golden Harvest Entertainment (Holdings) Limited (OSGH) will become the largest cinema operators in Singapore if the merger were to go through. The Projector, Singapore’s only independent cinema, also had trouble coping with the pandemic but pivoted to e-commerce and streaming. It worked with Anticipate Pictures, one of its main distributors to organise a watch party of Portrait of a Lady on Fire hosted by author Amanda Lee Read full story › Source: The Drum...

on Dec 11, 2020

By amit bapna Almost 20 years since it launched, leading private FM brand ‘Radio Mirchi’, owned by The Times Group, has embarked on a new journey and launched a new brand identity and positioning. Going forward ‘radio’ has been dropped from the name and the brand will be called just ‘Mirchi’ as it expands into a wider media and entertainment brand. The Drum speaks to Prashant Panday, managing director and chief executive officer of Mirchi, who confesses that “for a brand that started with radio, has been a leader for 20 years, and has earned most of its spurs on radio, dropping radio Read full story › Source: The Drum...