Posts made in May, 2021

on May 25, 2021

By Jennifer Faull L’Oreal is the latest brand to experiment with producing a TV series – but can they convince commercial broadcasters and streaming platforms to air it? L’Oreal has created its own TV show that it hopes, by season two, may be picked up by the likes of Netflix or Amazon. Pepsi, AB InBev and Nike have also been exploring their potential as production companies in recent months. Ambitious marketers have tried similar experiments in the past, but experts say the battle for original content between streaming services might finally mean brands have the chance to make it a success. Created by Read full story › Source: The Drum...

on May 25, 2021

By Charlotte McEleny With brand investment in digital rising, ensuring that spend reaches real humans as effectively as possible is top of mind for marketers. The Drum and Human hosted marketing leaders from Microsoft, Circles.Life, Grab, Paypal and Razer, at a roundtable to find out more. With consumer touchpoints fragmenting across more digital platforms, the investment from marketers has followed. However, the complex nature of tracking and targeting the right consumers online has put an onus on data and measurement, as well as a question on whether human customers are seeing ads at all. Fred Chery, head of digital marketing, ecommerce at Razer defined this Read full story › Source: The Drum...

on May 24, 2021

By Ellen Ormesher Working nine to five, what a way to make a living. Flexible working policies have been a hot topic for several years now, but the conversation has reached a fever pitch since the outbreak of the Covid-19 pandemic. Whether it’s full days in the office or a four-day work week, blended working or flexible start times – everyone has an opinion on what suits them, their workplace and their needs best. And the onset of the pandemic has only exacerbated conversations about whether remote working should remain in place indefinitely. So what should employers be considering when creating a flexible Read full story › Source: The Drum...

on May 24, 2021

By Darren Woolley Are you a newly-appointed chief marketing officer looking to improve your brand’s media investment value by 30% – to 50% and reduce ad fraud to next to nothing? Darren Woolley is founder and global chief executive of TrinityP3 explains how. Most people, in most jobs in this industry, want to make some sort of impact. It’s not always easy. Navigation of existing practices, historical legacy, or unwilling stakeholders is often challenging. Not to mention the question of which issue to tackle to make an impact. I’m here to tell you that there’s one issue that almost all new chief marketing officers (CMO) Read full story › Source: The Drum...

on May 21, 2021

By Jenni Baker 2020 fast-tracked the digital plans of many brands; forcing businesses of all shapes and sizes to embark on rapid digital transformation journeys to weather the storm of the global pandemic. One year on, many consumers remain confined to the four walls of their homes under social restrictions and business models have been upended in ways we never could have predicted would happen so quickly. It’s changed the way we live, work and – perhaps – shop forever. The rapid growth of e-commerce has turned the world of retailing on its head. Shoppers are turning to their computer screens and smart devices Read full story › Source: The Drum...