By Dani Gibson Ahead of The Drum Awards for Agency Business later this year, we caught up with Rocketmill, which won the Independent Agency of the Year (50-149 employees) in 2021. From humble beginnings in the beach town of Brighton by brothers Sam and Ben Garrity, digital marketing agency Rocketmill recently expanded its offering to London with plans afoot for additional offices in the UK over the next year. Its roster currently includes Peugeot Citroën, Kimberley-Clark, Dropbox, Tchibo Coffee and Freedom Finance. Tom Byrne, the recently-appointed chief executive, catches up with The Drum on how business is going. Some answers have Read full story › Source: The Drum...
Read MoreBy Casey Hobgood It’s 2022, and brands are still failing to address the whole spectrum of gender identities in their market research, campaigns and products. This can have devastating consequences for both ignored demographics as well as the brand, explains Casey Hobgood, associate strategy director at We Are Social US. Hobgood lays out four strategies marketers can take to do better in the future. Lately, it seems that the universal goal for brands is to be culturally relevant. Marketing teams are briefed to hyper-analyze content and brainstorm for how to make a brand resonate with their consumers. However, the root of the issue is Read full story › Source: The Drum...
Read MoreBy Kendra Clark Despite achieving bipartisan support, the proposed American Data Privacy and Protection Act faces a number of challenges ahead if it is to become law. Privacy and digital advertising experts spell out the hurdles that remain. On Wednesday, Congress advanced a much-anticipated federal data privacy bill. In a bipartisan decision, the House Energy and Commerce Committee voted 53-2 to push the American Data Privacy and Protection Act (ADPPA) through to a vote in the House. The bill is a sweeping piece of legislation that seeks to establish national standards for how tech companies and other businesses use consumers’ personal Read full story › Source: The Drum...
Read MoreBy Webb Wright The ‘consortium DAO’ — comprised of some of the leading Web3 brands, including The Sandbox and Decentraland — will aim to foster inclusiveness, transparency, decentralization and interoperability in the metaverse. Several prominent blockchain-based companies have collaboratively launched the Open Metaverse Alliance for Web3 (OMA3), an organization designed to steer the evolution of the metaverse in a direction that aligns with some of the core principles of Web3 — namely inclusiveness, transparency, decentralization and interoperability. Interoperability — the ability of multiple blockchains to coexist, cooperate and share information seamlessly with one another — has long been a thorn in the side of the Read full story › Source: The Drum...
Read MoreBy Rob Bridgens Distinguishing e-commerce products for consumers is no easy feat. Thankfully Reflect Digital’s head of paid marketing Rob Bridgens shares his guide for creating products with cut-through. Beyond the aesthetics, many products that are on sale through competing e-commerce vendors are very similar. In fact, they may even be the same product white-labeled as their own – something we’re seeing more of on sites such as Amazon. So if you are selling the same product as your competitors, how do you make yours more desirable without creating a race to the bottom by lowering prices? Understand your customers with behavioral psychology To make your Read full story › Source: The Drum...
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