By Sam Bradley Each week, we ask agency experts for their advice on real problems facing today’s marketing practitioners. This week, as part of our Deep Dive on globalization and the marketing industry, we ask how agencies should navigate their entry into new regional markets and territories. Every business aspires to growth, but expanding in a new market or territory is difficult. Recently, we’ve seen big names from the agency scene, such as Accenture Interactive and S4 Capital, investing in South American markets; similarly, WPP’s new campus in Milan signals its ambitions to grow in Italy. For an agency approaching a new national Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher Prohibiting the testing of cosmetics and their ingredients on animals is an issue close to the hearts of many consumers, yet new legislation from the European Chemicals Agency would see a years-long ban on products tested on animals reversed. Major brands in the industry including Dove and The Body Shop have joined forces with leading animal protection groups to call on the EU to save cruelty-free testing – but can this unprecedented example of market competitors uniting to fight legislation enact change before it’s too late? After decades of campaigning by consumers and non-governmental organizations (NGOs) alike, and a Read full story › Source: The Drum...
Read MoreBy Thomas Kolster Thomas Kolster, the author of Goodvertising, knows a thing or two about brand purpose. Despite being one of its biggest advocates, however, he has come to the conclusion that purpose is a dying strategy. Here he tells us why. When brands anxiously put on the purpose halo, it’s oftentimes too good to be true. The recent IPA research on the effectiveness of purposeful commercials is to dangle a desperate carrot in front of marketeers – saying ‘it pays to care’. There’s a lot of pointing fingers at purpose. Brands are faced with a communication crisis, but it’s of Read full story › Source: The Drum...
Read MoreBy Cat Hartland As part of The Drum’s Globalization Deep Dive, Cat Hartland, head of The Drum Recommends, shines a spotlight on independent agencies with global capabilities that come rated and recommended by their own clients. The Drum Recommends is a free service designed by The Drum to help marketers easily navigate and find relevant, trusted agencies, all based on their specific criteria and the ratings we receive from clients that have already worked with those agencies. Every year, The Drum Recommends receives thousands of ratings from the clients of agencies subscribed to the service. Clients complete a survey asking them Read full story › Source: The Drum...
Read MoreBy Brad Roth As we enter a new space age, the once-final frontier is now open for all. As space travel becomes more accessible over the course of the next five years, it will be up to brands to act responsibly when it comes to all of the marketing firsts that are to follow, writes Brad Roth, president of the agency Known. 2021 has ushered in a second golden age of space travel, one where the final frontier is truly open for business. It’s the year Jeff Bezos and Richard Branson both made quick trips beyond Earth’s atmosphere, Inspiration4, the first all-civilian mission to Read full story › Source: The Drum...
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