Posts made in July, 2021

on Jul 9, 2021

By Awards Analyst Mindshare UK won the Grand Prix, as well as the Retail and Ecommerce and Best Pivot categories at The Drum Awards for Marketing 2021, with its work for KFC. This fresh and self-deprecating campaign impressed the judges by leveraging a decades-old slogan to find humor in a difficult time. The challenge Covid-19 hit KFC hard. Stores closed in the March lockdown and opened only slowly over the following months, with staff and customer safety the priority. During lockdown the brand managed to generate several key moments of positive engagement by inviting people to post their re-creations of KFC menu favorites (to Read full story › Source: The Drum...

on Jul 8, 2021

By Michael Feeley In 2021, many marketers label the measurements prized by their 20th century counterparts – including ‘reach’ – as ‘vanity’ metrics. Those hard-nosed, battle-hardened digital marketers tend to dismiss such upper funnel metrics as soft at best and meaningless at worst. Instead, they and their modern-day wisdom (along with the desire to prove worth quickly to their bosses), prefer to look towards lower funnel metrics, such as sales accepted opportunities or return on investment (ROI). On the face of it, there’s not too much wrong with that way of thinking. After all, in both B2B Read full story › Source: The Drum...

on Jul 8, 2021

By Tamara Littleton As the government mandate on mask wearing in England nears an end, it’s time for brands to make their own positions clear in what’s set to be a very heated debate. Tamara Littleton, chief exec of social media agency The Social Element and co-founder of crisis simulation company Polpeo, looks at the challenges ahead for brands in communicating their stance and dealing with the inevitable backlash. Brits are no strangers to a passionate debate. Leave or Remain? Jam or cream first? Having to choose a side comes naturally to us. Now, with lockdown restrictions set to end on July 19, a new Read full story › Source: The Drum...

on Jul 8, 2021

By Sam Bradley Agencies across the industry are reimagining 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. Junior staff have been the most likely to be made redundant or put on furlough during the pandemic. Now, as the UK’s furlough scheme begins to wind up and the American and British economies restart, many are now likely to be looking for a new Read full story › Source: The Drum...

on Jul 7, 2021

By Jenni Baker Major search engines have evolved continuously over the past two decades, in an ongoing effort to provide a better experience for today’s users. By contrast, investment in site search, i.e. searches conducted by customers on a company or brand’s own website, has not kept pace. As a result, outdated and underperforming site search technology is costing many businesses and brands in lost sales and reduced consumer trust. According to recent research from Yext, 88% of UK adults say site search is important in providing them with accurate and up-to-date information, which would make it a top priority for marketers Read full story › Source: The Drum...