Posts made in February, 2021

on Feb 8, 2021

By Guan Hin Tay The first in a two-part series, BBDO Singapore’s chief creative officer, Tay Guan Hin, and associate planning director, Naomi Lam, offer advice on how brands can hit business objectives by bing creative on TikTok. Even if you are not a TikToker yourself, you must have heard of the business potential of this fast-rising short-form content platform. TikTok is a great tool for brands to connect and collaborate with their consumers directly. It has been designed to enable everyone to be a creator on the platform, meaning consumers can be more than just viewers of branded content, they too can join in Read full story › Source: The Drum...

on Feb 8, 2021

By Eleanor Lim Amir Malik, managing director of growth marketing at Accenture Interactive, is set to co-chair The Drum Awards for Digital Advertising. Here he shares what he looks for in a winning entry, some advice for marketers both junior and senior, and his predictions for 2021. The Drum: What are some challenges Accenture Interactive has faced this year and how are you overcoming them? Amir Malik: I think the challenges are two-pronged. There was the immediate physical challenge. We’re very used to being on-site with clients, being nearby to provide support. So transitioning away from that was challenging. It felt impersonal, even drone-like, being Read full story › Source: The Drum...

on Feb 8, 2021

By Imogen Watson “If you’re black or white, you’re a part of the family. We make no issue over a man’s color. I just won’t tolerate anybody in this organization making it an issue. We respect every man’s dignity, black or white.” These are the famed words of Green Bay Packer’s legendary head coach, Vince Lombardi, from 1968. The same year, the civil rights movement was thwarted by the assassination of Martin Luther King, at a time Lombardi was fighting to integrate his Black players into a world that wasn’t designed for them. “He wanted to overcome obstacles, regardless of race, creed, background, or Read full story › Source: The Drum...

on Feb 5, 2021

By Imogen Watson Attracting an average of 160 million fans each year, the Super Bowl is traditionally the biggest advertising event in the calendar. But how do things differ during a global pandemic? The Drum rounds up the best ads rolling towards this particularly different Super Bowl Sunday. The biggest game in the US sporting calendar, each year, the Super Bowl is a perfect excuse to crack open a couple of cold beverages with some friends, before sitting back to watch the show unfold. So, what happens to one of the most-watched TV advertising slots in the time of a global pandemic? While Read full story › Source: The Drum...

on Feb 5, 2021

By Stefano Hatfield A Q&A with Marc Ó Fathaigh, UK Country manager at Criteo. Loading… How did you get to become Criteo’s UK Country Manager and what does the role entail? I spent just over six years with Google working across Dublin and London before joining Criteo in 2017 where I’ve held a number of roles before becoming UK Country Manager in 2020. The Country Manager role leads the UK commercial teams with ultimate responsibility for revenue. My main role is to ensure that all Criteo clients get the most out of our solutions and teams. I focus Read full story › Source: The Drum...