By Rebecca Stewart Since the turn of the year, there’s been a raging debate as to why social media stars have been allowed to travel to luxury destinations when everyone else is told to stay at home during the deadliest pandemic in modern history. First in the firing line was Kim Kardashian’s 40th birthday party, celebrated on a private island in Polynesia with 30 of her “closest friends” who wanted to “pretend things were normal just for a brief moment in time”. By January, a plethora of UK reality TV stars were stung by criticism over their extravagant ‘business trips’ to Dubai, Read full story › Source: The Drum...
Read MoreBy Ben Roberts The first sector often impacted during rapidly changing times is recruitment and, as the first year of the pandemic passes by, DMCG Global’s managing partner Ben Roberts reflects on a more positive outlook for recruitment in the marketing and digital industries. 2020 was year that changed the world of recruitment. A global pandemic shifted the goalposts on some of the recruitment processes, and people had to learn to adapt and change. Some of these changes will be embedded in the recruitment process moving forward. 2021 will see the continuation or rise of these trends. One of the key lessons from 2020 is that Read full story › Source: The Drum...
Read MoreBy Mark Mcdonald “The seeming chaos of a brief wasn’t necessarily a prelude to disaster or a ditch in which I needed to fall into and never get out. The chaos could well be a huge opportunity in the journey towards an amazing piece of creative”, writes Mark Mcdonald, executive vice president and creative head at Digitas India. The brief was vague. To put it mildly. “We have a full-page ad that the publication (a leading newspaper) is giving us as compensation for a screw-up at their end, please use it to do a range ad”, said the client. In this Read full story › Source: The Drum...
Read MoreBy Annie Little In the past few years, a new generation of disruptive startups has emerged, and they are forcing traditional brands to re-think how they build, market, and sell products. These direct-to-consumer (D2C) players utilize an innovative marketing strategy that enables them to enter the market directly, without relying on middlemen or third-party suppliers. This eliminates the barrier between producer and consumer, giving these businesses greater control over their brand, reputation, marketing and sales tactics. From Made.com to Patch Plants to Glossier, D2C players have capitalized on greater levels of data retention and consumer insights which in turn allows for smarter decision-making. Given this Read full story › Source: The Drum...
Read MoreBy Jake Third To stand out in today’s marketplace, brands must stand for something. The global events of the last 12 months have resulted in a profound re-evaluation of our shared value systems. It is true that people have always cared about their economic security, the health and safety of their families and tried to figure out how to navigate social systems that prioritise the few at the top. But it’s easy to get caught up in other concerns when everything is running along as normal – where to go on holiday, whether this purchase or that will bring us fulfilment, how to get Read full story › Source: The Drum...
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