By Kate Richling and Jouke Vuurmans Branding is an art, not a science. What makes the best ones work? Following the network-wide rebrand of S4 Capital, Media.Monks’s chief marketing officer Kate Richling and chief creative officer Jouke Vuurmans explain how brands can sustain a strong brand amid a fragmented digital landscape. What makes a brand? For a long time, it’s been a logo, a color palette, a typeface or a slogan. This traditional approach may make a brand recognizable, but it can also feel stagnant within a fast-moving world. The brand characteristics outlined above are largely reflective of how a brand wants to be seen Read full story › Source: The Drum...
Read MoreBy John McCarthy Adland has a penchant for celebrating creative, but those planning, buying and executing the campaigns are often forgotten. Meet the Media Minds sees The Drum address that imbalance and dig into the models and strategy of the world’s biggest media agencies. This week we catch up with Marcos Angelides, chief strategy and innovation officer at Spark Foundry. Lesson for a media newbie? Simple, don’t over-specialize. Jump between as many teams and career paths, as possible. For years we were told that people should focus on one area (planning, digital strategy, investment) and become an expert in that one field. But what our industry Read full story › Source: The Drum...
Read MoreFollowing a series of record results, four awards shortlists and thousands of pounds of revenue generated for businesses during lockdown, Birmingham-based MCG Digital Media has created a new platform to enable more businesses to use artificial intelligence to help them grow. Lead Accelerator allows firms to quickly and effectively produce AI-enabled landing pages and advertising campaigns. Developed over five years, using data from more than £5m of advertising spend, the new platform increases website visits and new digital enquiries. Gez McGuire, founder of MCG Digital Media, said: “Typically a standard PPC campaign will have a conversion rate of between Read full story › Source: The Drum...
Read MoreBy Jenni Baker Finance, growth, people, information; it’s rare these days to come across an agency without one of these core capabilities featured in a chief X officer title. But what’s the one thing that makes each of these things happen? Time. So, where’s your chief time officer? We all know time is money. Why then is it not tracked as carefully as finances? When remote working suddenly became the norm, a wave of disruption brought with it a whole host of disparate tools, apps and programs to help agency creatives and marketers carry out their day jobs. But by streamlining the process Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe UK publisher Future has had a rollercoaster existence, fighting its way back from the brink on numerous occasions. Now, as it announces the acquisition of Dennis Publishing, we take a look back at the business buys that have helped it move forward in recent years. Future’s acquisition of Dennis would have been unthinkable only a few years ago. The £300m deal, which grants the UK-based publisher access to a suite of e-commerce and tech properties also brings a number of Dennis’ best-performing titles into the fold. In addition to bolstering Future’s wealth and B2B information, the acquisition is in Read full story › Source: The Drum...
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