By Sapna Arora Businesses that are successful in the long term are built on the pillars of trust and one of the ways this trust historically has been built is via human interaction with the brand and its various touchpoints. Covid changed all that. How did businesses solve this mega-challenge in the new touch-averse world? By relooking at the consumer journey and create novel approaches to nurturing ‘contact-less’ relationships with them. Sapna Arora, chief marketing officer of Olx India writes about how some of them navigated the ‘no-touch’ journey in the post-Covid world and increasingly went digital Auto consumer shopping journey went touch-less In the Read full story › Source: The Drum...
Read MoreBy Jenni Baker Fill in the form below to download the free whitepaper. <script type="text/javascript" src="https://form.jotform.com/jsform/210054669009352″> A picture is worth a thousand words. But what if the words being inputted to find the picture are beset by implicit biases and outdated stereotypes, holding the advertising industry back from portraying an accurate image of the world we live in today, in all its diversity? Advertising can be a powerful force for good; it influences so much of what consumers consume and showcases everyday life through a visual lens. But are advertisers alienating pockets of society by not considering their diverse perspective on what the world Read full story › Source: The Drum...
Read MoreBy Danielle Gibson What makes a brand campaign powerful, evocative, and truly unforgettable? Each year at the various awards at The Drum, hundreds of judges identify the campaigns that meet some of these criteria. And while there are many factors that go into how the juries at The Drum Awards select winners, what is that one common theme? We sat down with five previous judges to share their insights and the do’s and don’ts of entering awards. The three elements, according to our judges, that make a winning entry include: results, narrative and strategy. Weeding out the bullshit Results need to be outputs, not Read full story › Source: The Drum...
Read MoreBy Imogen Watson You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look to the army’s latest recruitment drive, ‘Fail. Learn. Win.’ that turns failure into success. January is upon us once again, and with the new year comes a new British Army recruitment drive. While previous iterations of its ‘This Is Belonging’ series, developed by Karmarama, have gone after ‘Snowflakes’ ‘me me millenials’ and ‘gym monkeys’ and ‘binge drinkers’ as potential recruits, this year the Read full story › Source: The Drum...
Read MoreBy Cat Davis While 2020 has undoubtedly been a difficult year, it’s also been a dynamic one for the marketing industry as we’ve observed and adapted to the evolving consumer-brand relationship in response to the pandemic. 2020 has seen several key marketing trends dominate, many driven by the practical implications of living in a Covid-19 safe world. Whether that’s the rise in virtual events as travel has been drastically reduced, or the number of businesses pivoting to focus on a new health offering or messaging as we all become more health and hygiene conscious – which of these trends will continue to be relevant Read full story › Source: The Drum...
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