By Michael Nutley The winner of this year’s FT Investment in Brand Award at The Drum Awards for Marketing is ethical clothing company Patagonia, recognized by the judges for its “commitment and belief in the importance of climate as well as profit”. The award, which celebrates companies for their commitment to pursuing long-term marketing strategies, focused on businesses that have taken that long-term approach to sustainability and maintaining their green credentials. The judges said Patagonia has been the poster brand for sustainability for many years, making it a fundamental part of every decision the business takes, and agreed that “there could not be a Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, we ask agency experts for their advice on real problems facing today’s marketing practitioners. It’s been a weird year in work. And it’s been weirder, more stressful and less comfortable if you’re at the beginning of your career. Junior staff were likelier to be furloughed or let go during the pandemic – and less likely to have access to an exquisite home office. With a competitive talent market emerging as economies restart, many younger agency workers are reconsidering their chosen careers, or at least their current berths. What if the promise of Cannes visits and some bonus pay down Read full story › Source: The Drum...
Read MoreBy amit bapna Ikea launched its first-ever shopping app in India recently as a part of its omnichannel strategy. The Drum checks out the retail brand’s plans for India and how the app launch forms a key part of its India strategy – making the brand accessible via a combination of launching the flagship stores, smaller city-centre stores, and online platforms. Ikea’s India strategy Ikea is a relatively young brand in India having launched its first retail store as recent as 2018 in Hyderabad, followed by the launch of online stores in Mumbai, Hyderabad, and Pune in 2019 and the second retail store Read full story › Source: The Drum...
Read MoreBy Imogen Watson “When I surrender to the water, my breath finds its rhythm, my body floats on the surface. The whole world goes silent around me. And I am not the only one.” Above are the evocative words of Asma Elbadawi, a spoken word poet and sports inclusivity activist, written in celebration of her relationship with the water and the confidence it can bring to all women. Commissioned by Adidas, the poem is part of a wider push to get more women to test the waters and experience the benefits of swimming as a way to unwind and switch off from day-to-day life. Only getting Read full story › Source: The Drum...
Read MoreBy Sam Bradley Agencies across the industry are reimaging what work looks like. Will remote workers return? Can team cultures survive as long-distance relationships? And will agency bosses keep their promises? In the wake of the pandemic, we explore the different ways agencies are evolving to meet the needs of staff and clients in a changed world. With competition for advertising talent hot as economies restart, staff policies at creative agencies are under more scrutiny. But for those businesses revising their ways of working to ensure they’re desirable places to work, how do you know which measures will be a hit with Read full story › Source: The Drum...
Read More
Industry News