Posts made in June, 2021

on Jun 8, 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...

on Jun 8, 2021

By joono simon simon Advertising, traditionally, has been an industry obsessed with the ‘big audacious idea’. Joono Simon, founder and CCO at Bengaluru-based independent agency Brave New World points out that the post-pandemic world needs several ‘small’ creative ideas that can help solve real problems of the people. Anyone who has spent a few years in advertising would find this one thing in some corner of their wardrobe. A wrinkled, mothballed T-shirt that has a big light bulb screen printed right at the centre of it. Often accompanied with a line – Big hairy audacious whatever. Leave that there. The big idea is Read full story › Source: The Drum...

on Jun 7, 2021

By John McCarthy In February 2021, TikTok surprised many by announcing a global sponsorship of the Uefa Euro 2020, the delayed football tournament set to kick off just four months later. The clock was ticking, and James Rothwell, its head of marketing EMEA, explains how he managed to pull together its first big sports sponsorship in record time. Last year, TikTok exceeded more than 100 million users in both the US and Europe – a strong addition to 600 million Douyin users in China, but it is still far off the billions of Facebook and YouTube. Enter football. TikTok’s EMEA marketing boss Rothwell has Read full story › Source: The Drum...

on Jun 7, 2021

By Charlotte McEleny Uniqlo’s latest campaign for its Lifewear range stars sporting names Roger Federer and Anna-Carin Ahlquist and artists such as Futura, but the focus on R&D and diversity is driving the strategy. The Drum finds out what’s behind this action. Uniqlo’s mission is to “improve the lives of everyone through clothes,” according to Singapore marketing director Joyce Tan, and this is the crux of its current marketing strategy. The result of this is a major campaign for the Lifewear range of clothing, which centers on the message of ‘made for all’. “Innovation is heralded as Uniqlo’s number one priority. Our Lifewear Read full story › Source: The Drum...

on Jun 4, 2021

The Future of Commerce is a joint research initiative between Omnicom’s media and commerce agencies, OMD and Omnicom Commerce Group (OCG) and will launch with a mini-documentary exploring insights into consumer behaviours with some of the world’s leading brands at Cannes Lions 2021. Offering a shared media and commerce perspective on one of the industry’s hot topics, ‘Future of Commerce’ is a global research study tracking how shopping habits changed over the last year, while also predicting which changes are temporary or are here to stay. Built in conjunction with GlobalWeI, the quantitative research will gather data from respondents in the UK, Read full story › Source: The Drum...