By Stefano Hatfield The question of how far to let influencers in on your creative process has long been hotly debated – even more so over the past year, where digital or social have been the only channels through which brands can communicate with locked-down audiences. Has this past year changed how marketers feel about letting influencers unleash their creativity on brands? What might future influencer strategies look like post-lockdown? These were among the questions debated by an expert panel during The Drum’s Creative Transformation Festival, ‘Are influencers the new source of creativity?’, in partnership with Tribe. The panelists viewed the influencer’s Read full story › Source: The Drum...
Read MoreBy Sam Bradley EE’s foray into gamified AR turned heads on the high street earlier this year as it invited people back into its stores. As part of our deep dive into all things Mobile, we talk to the mobile network operator and its agency, Publicis Poke, about how they made the campaign – and about their new-found love of QR codes. High street shops in the UK are facing an uphill battle to entice customers inside. This spring, however, an augmented reality (AR) activation created by Publicis Poke for EE stores across the nation helped to turn shoppers’ heads and Read full story › Source: The Drum...
Read MoreBy Adam Mingay Augmented reality has taken a few major leaps in recent years, and e-commerce functions look set to provide it with a breakthrough role. For our deep dive into everything mobile, Adam Mingay, client partnerships manager at Unit9, picks the tech to look out for in the near future. The evolution of mobile AR over recent years, from social gimmick to cornerstone of innovation, has been fascinating to watch. With the recent and rumored advancements in hardware and software, it really does feel like we’re now standing on the precipice of a new dawn of impactful AR. And the way it’s used Read full story › Source: The Drum...
Read MoreBy Jenni Baker Sound may be an undervalued medium but that’s changing rapidly, according to a new panel discussion ‘Hear me out: The future of creative is sound’ from The Drum and podcasting platform Acast, part of The Drum’s Creative Transformation Festival. “You can close your eyes but you can’t close your ears – sound and audio is ever present and all around us,” asserted Jack Preston, director of Acast Creative in the UK and US. “It’s undervalued compared to lots of visual mediums but I do think things are changing. Over the last decade, the proliferation of smart speakers, voice search and podcasts are Read full story › Source: The Drum...
Read MoreBy Richard O'Sullivan With 5G around the corner – and new marketing opportunities surely following – brand marketers need to make sure they’re up to speed. As part of our deep dive into everything Mobile, Richard O’Sullivan, vice-president and general manager of InMobi, ANZ, explores what preparations your brand needs to put in place. “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” It’s not often I quote Ferris Bueller in a work context, but his words spring to mind when talking about the potential for 5G and what marketers and media agencies should Read full story › Source: The Drum...
Read More
Industry News