By John McCarthy What would happen if the Tokyo 2020 Olympics were to be canceled after a one-year delay? How would sponsors, athletes and the host nation recover from this huge expenditure of passion, energy and money if Covid-19 does indeed derail the Games once more? The Drum quizzes sports marketers navigating this very crisis. A survey from the Asahi newspaper this week claimed two-thirds of Japanese people doubt the country can host a safe and secure Olympics. Anticipation is low in the host nation at least as the first-ever spectatorless Games approach. Although organizers have tried everything to emulate the Read full story › Source: The Drum...
Read MoreBy Michael Nutley The era of the 9-to-5 is over. For marketers at least, a new, flexible approach to work is taking over, catalyzed by the events of the past 18 months. This is the key finding of a new white paper published by The Drum and Adobe; Creativity, collaboration and culture: the impact of working from home on marketers and marketing. It shows the marketing industry embraced working from home, and only a quarter expect to go back to their office full-time or most of the time in the future. Instead, over half (56%) of all the people surveyed – and two-thirds of Read full story › Source: The Drum...
Read MoreBy Stefano Hatfield We all have heroes, but it is rare that they change our lives tangibly and inspire us to take a different course. In marketing they can be our colleagues or clients, but a speaker at an event can have a transformative effect on a career. That was the case for Allie Lawson, head of brand and marcomms at O2 and a member of the Marketing Innovation Lab (MIL) community, who got the chance to interview her marketing superhero – Sara Tate, currently chief executive of TBWA London – in the second episode of The Drum and The Trade Desk’s video series. Following Read full story › Source: The Drum...
Read MoreBy Shawn Lim The South China Morning Post has launched its ‘Artifact’ litepaper for recording accounts of history and historical assets on blockchain as non-fungible tokens (NFTs). The Alibaba-owned media company said its ‘Artifact’ project will begin with a few selected blockchains, with the intention to be chain-agnostic in the long run and will have the ability to issue authenticated ‘Artifacts’ at launch. The project roadmap includes plans for a decentralized authentication process that will eventually allow for anyone to tokenize assets using the ‘Artifact” standard. “The South China Morning Post is committed to engaging and educating a global audience with information and technology,” said Gary Read full story › Source: The Drum...
Read MoreBy Joe Wade Don’t Panic founder Joe Wade (@Mrjoewade) wonders if adland’s obsession with cause marketing is hurting, rather than helping. Building an emotional connection to a brand can be done in a variety of ways, but due to the groupthink of the ad industry, social purpose is now seen as the only option. ‘A trans woman walks into a Starbucks, and gets her name legally changed.’ That’s it, there’s no punchline because it’s not a joke. In fact, it’s a serious societal challenge being grappled with by Starbucks in order to sell coffee. We don’t actually know if it moves units Read full story › Source: The Drum...
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