By Amy Houston What do Leonardo da Vinci and a cat have in common? Both feature in Samsung’s latest campaign to promote its foldable smartphones: Galaxy Z Flip4 and Galaxy Z Fold4. In ‘The Art of Multitasking’ viewers go on a satirical history lesson about how the Italian polymath could have conceived and crafted his Vitruvian Man drawing if he had a smartphone. The ad is set to the upbeat soundtrack Don’t Stop Me Now by Queen. The second spot, titled ‘Your Crew in Full View,’ sees a feline friend who is intent on taking the best selfie after watching his owners do the same Read full story › Source: The Drum...
Read MoreBy Andrew O'Sullivan The B2B sector has traditionally been considered as a boring industry, one that is less interesting and enticing than its consumer counterpart. But signs of life are growing. ‘Less boring’ is a fair way of putting it. B2B has a long way to go before we can call it ‘exciting.’ The potential is there. B2B companies are running out of USPs based on product or service alone, and are starting to lean on their personality and beliefs as key differentiators. As a result, brands are going to start connecting with customers on a more emotional level. They need to be true to Read full story › Source: The Drum...
Read MoreBy James Crooke Creating a robust, attractive, easy-to-navigate website in today’s business world is vital. Yet few organizations truly prioritize their web design and content. You’re doing your company a disservice if you haven’t added web accessibility features for disability access. Fortunately, you can add a new level of website accessibility for those individuals who need and want it once you understand the various strategies and available options. Therefore, it’s important for brands to consider web accessibility – from the vital roles it can play in assisting your target audience, to the many ways you can make your website more accessible to everyone. Defining Read full story › Source: The Drum...
Read MoreBy Ian Darby The focus on the attention economy in advertising is becoming sharper. Brewing giant AB InBev is the latest major advertiser to signal its intention to place more emphasis on media investment based on ‘attention’ as opposed to single views or impressions. This shift is explained in part by the rise in contextual advertising as a way of harnessing consumer attention, and the growing necessity to look for new ways of engaging with audiences as the third-party cookie becomes a thing of the past. To consider this, The Drum partnered with Playground xyz, the technology company that’s on a Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, The Drum asks agency experts from across the world and the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points. Following on from last week’s debate on how agencies should go about shoring up client confidence, we reveal the second set of responses from our expert agency panel. How do you solve a problem like… persuading clients to keep spending? Show me entity :: 42402 James Fox, chief client officer, Havas London Now is a time for empathy and conversation with our partners, not the old Read full story › Source: The Drum...
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