Posts made in February, 2021

on Feb 10, 2021

By Kenneth Hein The Drum’s 3 actionable insights series asks top industry leaders to offer recommendations for action that our readers should take immediately. This week, Mastercard chief marketer Raja Rajamannar discusses the value of talent, job rotations and more. At the moment there are a great many of opposing dynamics in place. There is an industry-wide need for talent, but marketing is often viewed by college students as a con job. There is pressure for marketers to prove their value to the C-suite, but at the same time their skills will be more needed than ever as we come out of the Read full story › Source: The Drum...

on Feb 10, 2021

By amit bapna A look at what went into McDonald’s launching EatQual, an initiative to serve people with limited hand mobility to make their experience in restaurants more inclusive. Last December, around the International Day of Persons with Disabilities, QSR brand McDonald’s announced the launch of EatQual in India. Conceptualized as a special pack for customers with limited hand mobility, this is in line with the brand’s inclusion agenda and making their restaurants accessible to everyone, shares Arvind RP, director – marketing and communications, McDonald’s India (West and South) in a chat with The Drum. This include installing ramps wherever possible, making washrooms Read full story › Source: The Drum...

on Feb 9, 2021

By Michael Feeley 2020 was a tumultuous year for the advertising industry. The global impacts of Covid-19 restrictions drove significant shifts in the way people consume content, while brand advertisers and publishers struggled to deal with the demands of recent privacy legislation (such as GDPR in Europe and CCPA in the States) and the unprecedented complexity of a news cycle dominated by topics such as the pandemic, the US election cycle, the Black Lives Matter protests and Brexit. As part of The Drum’s recent Predictions 2021 event, Tanzil Bukhari, managing director, EMEA, DoubleVerify, hosted a session exploring the key learnings he’d taken from 2020 Read full story › Source: The Drum...

on Feb 9, 2021

By Sam Bradley In this series, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask US marketers how to extract value from a big-name endorsement. Big-name stars have been part of the marketer’s toolkit for as long as the industry has been in business. And they’re a favourite strategy for brands looking to break through the background noise at the Super Bowl. Some team-ups are more successful than others, of course, and getting a partnership to actually work well for brand and talent is Read full story › Source: The Drum...

on Feb 9, 2021

By rosie quirke In the industry that still sometimes insists ‘there’s no such thing as bad publicity’, there are still some accolades no-one really wants. That’s why I was dispirited to see in Ipsos Mori‘s latest Veracity Index that advertising executives – the career I chose for myself upon graduating two years ago – are once again the least trusted profession in the UK. Out of 1,873 UK adults, only 13% said they trusted ad execs. So, lately I’ve had to ask myself two questions. Or perhaps it’s just one question seen from two different angles: Why is trust in what we do so Read full story › Source: The Drum...