By James Calvert Despite more data than ever available to tell marketers what consumers do and don’t want, brands are still wasting comms on closed ears. James Calvert, chief data strategy officer at M&C Saatchi, explains why data isn’t always the answer. Our time is too valuable to spend it creating things your customers don’t want. Yet, despite the best of intentions, many brands find themselves facing this unwelcome reality. Jargon-jammed emails. Generic copy. Complex forms. Indifferent call handlers and automated contact sequences with no room for nuance. This is the reality of what your customers see, hear and feel. Yes, things are getting better. Read full story › Source: The Drum...
Read MoreBy Amy Houston Hip-hop has made its mark on popular culture to inspire everything from fashion brands to social media trends. As a result, top brands have embraced hip-hop artists in their marketing to captilize on the artists’ creativity and fame – but it can have mixed results. The Drum explores the winners and the losers laying down the beats. In recent years rapper-brand collaborations such as McDonald’s Travis Scott meal, Just Eat’s jingle with Snoop Dogg and Reebok’s Cardi B collabs have been extremely lucrative for both the corporation and the star. Hip-hop music has firmly cemented itself in Read full story › Source: The Drum...
Read MoreBy Marnie Blair It’s a crucial time for the general insurance sector, with a shift in the industry landscape coming in the form of the FCA’s new price regulation policy. This is aimed at combating common pricing practices in the industry. Heavily discounted prices offered to new customers have long been seen as a ‘loyalty penalty’ by existing consumers. The practice of increasing prices at renewal, known as ‘price-walking’, has resulted in many savvy consumers shopping around to find a more advantageous deal, and avoiding an increase in their insurance costs. With some brands seizing the opportunity to evolve 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. This week, readers weigh in with their advice for shining through during a virtual pitch. With society unevenly returning to pre-pandemic ways of doing business, all signs point to a long-term acceptance of virtual pitching for new accounts. But there’s not much opportunity for razzle-dazzle on Zoom. Great news if you want to rely on hard facts – but we’re all human, and humans like to be entertained. So, what have you done to stand out when pitching virtually? How do you make sure Read full story › Source: The Drum...
Read MoreBy Kendra Clark In an effort to attract talent from more diverse and nontraditional backgrounds, PR and digital marketing agency Lewis, which counts Adobe and bareMinerals among its clientele, is swapping credentials for character. The move comes amid a flurry of new initiatives to get talent through the door in adland as employees evacuate. New York-based agency Lewis today announced it will not require job applicants to submit resumes, but will instead invite them to share who they want to be. The initiative is designed to help the agency, which employs over 500 staff members across 24 offices in North America, Europe and Read full story › Source: The Drum...
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