By Justin Deaville The 2022 Fifa World Cup will, when it finally arrives in November, bring plenty of on-the-pitch competition. But off-pitch competitions are already heating up: for betting companies, advertisers and all sorts of other players to gather the biggest possible share of the buzz the tournament will generate. For The Drum’s Sports Marketing Deep Dive, Justin Deaville, managing director of agency Receptional, tells us that now’s the time to start the fight for share of attention by focusing on SEO. The World Cup. It’s the world’s largest sporting festival. It is an event like no other, filled with emotion and hope. For Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher In the past month, Canesten and Bodyform have both launched major new campaigns that they promised will bust ‘taboos’ around women’s health. But do brands still have to take it to the extremes to combat the reality of womanhood? Whether it’s depicting thrush, endometriosis or menopausal hot flushes, brands are helping to plug the gaps in public education and debunk the topics that previous generations never wanted to openly talk about. And it sells too – Bodyform’s ‘Womb Stories’ campaign took home a slew of awards, including several Cannes Lions, after its release in 2021 as the Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe It’s been a tumultuous couple of years for venues, rights owners, and sports clubs. In this episode of The Drum Network Podcast we hear from their marketing partners: what have the last couple of years been like, and what are the new rules of engagement in this sector? What are the big plays for sports marketing success in 2022? Senior tech reporter Chris Sutcliffe is joined by a panel of experts to discuss: • What trends are sports brands riding in 2022? Are audiences more health conscious than ever, or are sporty consumers spending more? • What personal health tech is creating new Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Earlier this year Playboy hired a former Twitch exec to supercharge its influencer-led platform as it pivots from a publisher to compete with the likes of OnlyFans. The Drum sat down with Loren Pietra, vice-president of creator and influencer marketing at Playboy, who laid out her plans to bring influencers to the fore. “Influencers and talent have always played a central role in Playboy’s business, with a storied history of introducing talent,” Piretra says. Her task is to tap into Playboy’s existing talent pool and scout for up-and-coming influencers to feature on its Centerfold site. The aptly named Centerfold went Read full story › Source: The Drum...
Read MoreBy Sam Anderson At a recent event hosted by The Drum Network and work management software specialists Scoro, we gathered some of agencyland’s top leaders to ask: what does healthy productivity look like in 2022? Productivity – getting stuff done – is so obviously important to a business’s success that it can be easy to overlook. While productivity hacks and stories of successful people’s morning routines abound on social media, many of us spend so much time doing the stuff that we don’t stop to think whether how we’re doing it is healthy and effective. Fred Krieger, founder and chief exec at work management software Read full story › Source: The Drum...
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