Posts made in September, 2021

on Sep 20, 2021

By Steffen Svartberg Steffen Svartberg, founder and chief executive of Cavai, reminisces about the moment advertising suddenly became a tech game. With tech fatigue setting in over the next 24 months, he predicts the record will soon change… Can we pinpoint the moment when conversations about adtech began to overshadow the conversation about advertising itself? Presumably, it was at some key inflection point in the rise of Google – maybe 2004, the year when the search giant’s revenue hit $3.2bn, up from just $18m in 2000, and it suddenly became clear that the people with the technology had figured out how to Read full story › Source: The Drum...

on Sep 20, 2021

By Amy Houston The Drum’s social media executive Amy Houston discusses the recent findings by The Wall Street Journal into the negative effect Instagram is having on teenager’s mental health, what this damning new report means for the platform’s users, and if it will have an impact on advertisers. Facebook-owned platform Instagram has come under fire this week for withholding research that indicates that the social app is causing serious harm to young people’s mental health, particularly teenage girls, according to The Wall Street Journal. In a 2020 slide presentation that was posted to Facebook’s internal message board, reviewed by The Wall Street Journal, researchers Read full story › Source: The Drum...

on Sep 20, 2021

By John McCarthy Sports sponsorship was once a sure-fire way to raise brand awareness, create unique fan experiences and ride a guaranteed wave of passion. That playbook was ripped up when the pandemic threatened events, however, and conversations between organizers and sponsors now reflect that. As part of The Drum’s Experiential Marketing Deep Dive, we catch up with Kevin Wittner, vice-president of strategy at sports and entertainment Octagon, to understand the concerns brands have when entering the world of sports. From Magners choosing not to renew its sponsorship of the Cheltenham Festival for 2022 and then pulling out of the 2021 Gold Read full story › Source: The Drum...

on Sep 17, 2021

By Ellen Ormesher Another week, another wave of account news, reviews, agency launches, rebrands and acquisitions. Check out our global round-up to see what business is on the move (and why it matters) below, then head over to our Business on the Move hub to read about more market maneuvers. Looking for a new agency partner of your own? Check out The Drum Recommends, where you can search for trusted partners and access expert industry knowledge that could help you make your selection. If you’ve got a business on the move story for us, send it to businessonthemove@thedrum.com Read full story › Source: The Drum...

on Sep 17, 2021

By John Beardsworth The tokenization of marginalized groups for profit is a prevalent issue across the industry. John Beardsworth, joint head of social change hub at MediaCom, weighs in on how it might be resolved. The question of how a business makes itself ‘more diverse and inclusive’ is one that’s gripped the corporate world over the last decade or so. As modern society has made it possible to hold the spotlight on societal grievances such as racism, homophobia and inequality, consumers are letting their values guide their choice of what brands to support more than ever before. And this evolution in buying habits is having Read full story › Source: The Drum...