By Sam Bradley Major advertisers have embraced single-agency relationships in a flurry of recent account reviews. What’s behind the trend, and what does it mean for advertising and media agencies? What links motorcycle delivery drivers, flashy motors and the Covid-19 vaccine? In recent weeks, takeaway platform Just Eat, carmaker Mercedes Benz and pharmaceutical titan Bayer have all concluded agency reviews worth hundreds of millions of dollars by concentrating their agency partnerships with a single company (UM and Mediacom, respectively). Spanish bank Santander is currently reviewing its account with Carat with a similar aim in mind. Just this week, MullenLowe Group’s Mediahub was Read full story › Source: The Drum...
Read MoreBy Jon Evans Jon Evans, chief marketing officer of System1, takes a look at why car ads are scoring so poorly on its software designed to rank creative. The British motorist is not having a great 2021. Record fuel prices, road-blocking protesters, green guilt and empty pumps are combining to make driving a joyless, barely functional experience. And car ads have been well ahead of trend, scoring modestly on effectiveness and failing to spark much emotional response in viewers on our Test Your Ad database. It doesn’t have to be this way. From VW’s classic ‘Small is Beautiful’ print ad to Renault’s ‘Papa and Read full story › Source: The Drum...
Read MoreBy Jenni Baker With growth top of mind for any business today, it’s no surprise that HubSpot, the full customer relationship management (CRM) platform for scaling companies, is going “all-in on the UK market” by opening its first London office and making a commitment to create 70 new jobs to help the communities it serves thrive in a post-pandemic world. Going behind the headlines to find out more about its UK expansion strategy, The Drum caught up with Christian Kinnear, managing director, EMEA at HubSpot to discuss what it means to ‘grow better’, why it’s not about what you sell, but how you sell Read full story › Source: The Drum...
Read MoreBy Sedge Beswick Seen Connects founder Sedge Beswick believes we’re using the word ‘collaboration’ too loosely in the world of influencing and that the talent should be involved from the ideation stage, not just the execution of a campaign. In the world of influencer partnerships, we throw the term ‘collaboration’ around a lot. But actually, if you dig a little deeper, many campaigns don’t look or feel particularly collaborative at all. The reason for this? The brand or business involved doesn’t trust the influencer enough to give them creative control, which can leave campaigns feeling dry and impersonal. So, when brands do hand over these Read full story › Source: The Drum...
Read MoreBy Olivia Cox What do you imagine when you hear the words ‘Black Friday’? If you’re a luxury brand, you may think of big discounts and noisy promotions — neither of which seem like a natural fit for a brand with a classy image. In reality, Black Friday is a valuable opportunity to strengthen your luxury brand profile, acquire new customers, and drive sales. And it doesn’t even need to involve a discount. More brands get onboard with Black Friday every year, such as Jigsaw, which had previously vowed to never take part in the seasonal promotion. And Selfridges, which technically don’t do Read full story › Source: The Drum...
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