By Simon Callender Brand purpose has become one of the hottest topics in today’s marketing world, but is all this focus and hype justified? Today’s consumers are more ethically and socially conscious than ever before. From our own research, we found that nearly half of shoppers (46%) ‘only shop with brands that have a wider societal purpose’ or are ‘always seeking ethical alternatives to existing brands’. It’s within the context of these social shifts that brands have tried to mirror changes in consumer attitude and behavior. While early pioneers such as Patagonia and Nike helped establish the contemporary brand purpose mantle, you’d be hard-pressed to Read full story › Source: The Drum...
Read MoreBy Amelia Brophy Last week, viewing figures for GB News plummeted from a peak of 2.2 million to just over 1 million. It begs the question – who is its audience? YouGov looks at the data. Andrew Neil launched GB News with a pledge to avoid following the “metropolitan mindset that already dominates so much of our media”. The veteran broadcaster also said the channel would be “proud to be British”. GB News may have successfully identified a gap in the market. YouGov polling from earlier this year showed that more than a quarter of Britons (27%) think the quality of news reporting Read full story › Source: The Drum...
Read MoreBy olivia atkins This year, The Drum’s Chip Shop Awards – the show that rewards creativity that knows no bounds – has upped the ante with the launch of the Reader’s Choice award. It allows The Drum readers to vote for one standout winner across each category. We’re eager to find out if readers will select the same winners as this year’s jury, spearheaded by Brave associate creative director Dipesh Mistry. So make sure you have your say before next week’s show by voting here. The Drum’s Chip Shop Awards is off to a roaring start already, having received its highest Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe England’s national identity is rooted in its positive memories; it doesn’t like to address any painful incidents in its past. So it’s only natural that for Paddy Power’s latest campaign, centered around the ongoing Euro 2020 tournament, the brand should have lent into that aversion by spoofing England’s past failings. The campaign features footballers Teddy Sheringham, Sol Campbell and Peter Crouch reminiscing about a non-existent victory in Euro 96. They’re joined in misremembering the tournament by the actor Shaun Williamson in a short mockumentary, which takes liberties with the truth. <iframe width="560" height="315" src="https://www.youtube.com/embed/kDNxVzLypKk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; Read full story › Source: The Drum...
Read MoreBy Dan Cullen-Shute Creature founder Dan Cullen-Shute’s first in a monthly column series asks: ‘Why do we keep making ads for the wrong people?’ And, more importantly, if we know people bloody love a jingle, why don’t we make more of them? I was at the cinema the other day, watching a terrible film with Chris Rock in it, when I overheard a really interesting conversation between two feisty gen Z types in the row behind me. “I really loved that ad for gen-Z fave Brand X. I thought it was fearless and, more importantly, ferocious,” said one young member of that brand’s core Read full story › Source: The Drum...
Read More
Industry News