By Dylan Collins Dylan Collins, chief executive of kids digital engagement platform SuperAwesome, reminds us of the influencing power of children – a key audience in the streaming wars that is often overlooked. As part of The Drum’s discussion on the future of TV, he reflects on the strategies top brands are using to draw in younger viewers and keep them engaged (and their parents paying) in the long-term. By now everyone is intimately familiar with the real winners of the pandemic: video streaming services. 2021 has been heralded as the year of the streaming wars, with services including Netflix, Disney and Read full story › Source: The Drum...
Read MoreBy Jenni Baker As enterprises rush to accelerate the delivery of effective account-based marketing (ABM) programs, the platforms which support them have become a critical bottleneck. Enterprise organizations have a sophisticated go-to-market approach, with specialized teams focused on products or geographies and subject matter experts who compose their ABM program development. The problem is that when each organization chooses its own ABM approach and technology, costs explode and teams battle their peers for business, causing anarchy within the organization and sowing confusion among target accounts. There is a vital need for ABM in the enterprise environment to be actionable across all teams, but how can Read full story › Source: The Drum...
Read MoreBy Joe Weston Joe Weston, head of sport at We are Social, considers whether clubs have permanently damaged their brands and reputations with the supposed European Super League split that spiralled the game’s top organisations into a brief, brutal civil war. Widespread fury around the announcement and subsequent abandonment of a European Super League (ESL) has called the ownership and governance of football clubs into question. The tidal wave of condemnation from tens of millions of fans online shone a light, in particular, on how football is owned and governed. For the majority of football supporters, their ire was focused Read full story › Source: The Drum...
Read MoreBy Jennifer Faull A new TV spot from O2 business heralds the work of businesses across the country as lockdowns come to an end. Allie Lawson, head of brand and marcomms, explains the strategy behind the ad. O2 Business has rolled out a multi-million-pound campaign as a nod to the resilience of business owners large and small over the past year as they prepare to re-open. At the heart is a TV ad which follows the journey of sole trader, Ted, whose shop has been forced to close. It shows Ted struggling to adjust his business to introduce the O2 robot, Bubl who supports him Read full story › Source: The Drum...
Read MoreBy Fernando Pellizzaro and Jean Zamprogno David Agency is well versed in winning awards. It ranked joint-sixth most-awarded agency worldwide in this year’s World Creative Rankings and second in the US. After a quieter award year thanks to the pandemic, its executive creative directors reflect on why they’ve never seen awards as the goal but a consequence of doing great work. The culture of awards doesn’t impact our work at David, because we don’t see awards as the goal. Instead, we see them as the consequence of doing great and relevant work. And that’s the reason why we’ve had some great results recently, being named Agency of Read full story › Source: The Drum...
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