Posts made in July, 2022

on Jul 18, 2022

By Xixi You Working internationally requires an intercultural approach to avoid clashes with local culture and allow for better business assimilation. Xixi You, APAC account director at Croud, suggests some surefire ways for marketers to navigate marketing in China. If Samuel P Huntington was right about the ‘Clash of Civilizations’ in the post-Cold War world, recent geopolitical disruption – whether that’s the Ukraine War or escalating tension between China and the US – may mark a new era of international order. The endogenous conflict between China and the west, and their ideology-based contradiction in particular, has posed a profound impact on global trade and business Read full story › Source: The Drum...

on Jul 15, 2022

By Webb Wright The agency is launching a new out-of-home (OOH) ad campaign for aerospace company Northrop Grumman in Los Angeles and Washington, DC this weekend. The first images from the Webb Space Telescope were published earlier this week, giving the world a mind-bending and high-resolution glimpse into an unfathomably vast and psychedelically colorful cosmos. Now, aerospace company Northrop Grumman — which built the Webb Telescope in partnership with NASA — is seizing the moment with a new OOH campaign. The new campaign, developed by Dentsu Creative, provides a blown-up view of Webb’s new images in all of their celestial glory while poking a little Read full story › Source: The Drum...

on Jul 15, 2022

By Audrey Kemp In this series, The Drum speaks with a collection of agencies hailing from the Great White North to learn about their origins, their goals and their secrets to success. Check out our coverage of the Canadian great, No Fixed Address, here. In June, TAXI Creative Solutions celebrated 30 years in business. That’s “like 150 years in advertising years,” jokes Rob Guénette, who has served as TAXI’s chief executive officer for the past 18 years. At this point, the Montréal-based firm has outlasted most of Canada’s independents. “We’ve seen these great agency brands come and go. We’re still here, still TAXI, and Read full story › Source: The Drum...

on Jul 15, 2022

By Hannah Bowler News that Netflix had anointed Microsoft as its partner to redefine the future of ad-funded TV rocked the many adtech companies courting the streamer this week. The Drum explores why Netflix can chill now it has a heavyweight partner to jumpstart its dramatic U-turn into a more traditional advertising model. With the likes of Comcast-owned Freewheel, Roku and Google all pegged as potential partners, Microsoft may have been a bit of a dark horse. However, with its recent acquisition of Xandr, its dedication to privacy and its independence from other video steamers, Microsoft appears to have Read full story › Source: The Drum...

on Jul 15, 2022

By Julio Taylor Creativity that lasts is hard to come by, and following the pandemic creatives continue to be confronted with all sorts of obstacles that naturally threaten the stability of creative conditions. Thankfully Julio Taylor, chief executive officer at Hallam, provides five hot tips for cultivating creativity. As we come out of the worst of the pandemic, the reality of 2022 brings with it new challenges – the geopolitical instability created by the Russian invasion of Ukraine, the rises in the cost of living and fuel prices against a backdrop of growing inflation, and the reality of post-Brexit issues are all colliding at Read full story › Source: The Drum...