By Simon Bevan Simon Bevan, chief investment officer, Havas Media Group UK, urges clients not to push the panic button on media pricing – after all, inflation doesn’t mean there’s no ROI. Some of the media inflation figures being bandied around will make the recent heatwaves seem like a cool breeze. Earlier this year, the World Federation of Advertisers (WFA) predicted linear TV inflation of 19% for 2022 in the UK, following a staggering 41% rise in 2021. Warc Media’s recent Global Ad Trends report echoed this trajectory, revealing that the average linear TV CPMs are already up 30% on 2019 and 9.6% Read full story › Source: The Drum...
Read MoreBy Amy Houston Telecoms company and its brand experience agency explain why they built multi-sensory out-of-home activation at King’s Cross. For one day only, an enormous mouth appeared at London’s King’s Cross railway station, hyping-up Virgin’s streaming service. Stood behind the 4D anamorphic billboard was garage artist MC Neat, whose movements were captured in real time and automatically lip-synched to two 4.2m x 4.2m screens as he interacted with the public. The concept stemmed from the integrated brand campaign ‘Hyped’, which launched in July. “There were multiple assets in there that we could work with, but innovation was key,” says Stephen McIntosh, head of Read full story › Source: The Drum...
Read MoreBy Webb Wright Dove discusses how its latest, powerful effort continues ‘to widen the stereotypical view of beauty for all women.’ Earlier this week, Dove launched a social media campaign which aimed to shift public perception of greying hair and fight back against ageism and sexism in the workplace. The campaign — centered on the hashtag #KeepTheGrey — is an extension of its ongoing mission to promote a more inclusive and expansive definition of beauty, especially for women. That mission came into clearer focus back in 2004, when the Unilever-owned brand launched ‘Real Beauty,’ a global campaign which sought to break down the Read full story › Source: The Drum...
Read MoreBy Alice Paul Frog’s senior consultant Alice Paul explores why brands must ‘searchandize’ effectively to remain discoverable and relevant, no matter the path to purchase. In a retail store, a huge amount of effort is put into merchandising; from the end caps that attract bargain shoppers, to the impulse strike zones attempting to disrupt their route to the checkout. Given the recent surge in e-commerce, it stands to reason that this same level of effort should be put into the digital shelf. Introducing ‘searchandizing’: the process of curating search results to drive sales. The online world is saturated with an ‘endless Read full story › Source: The Drum...
Read MoreThis week, France became the first country to ban fossil fuel advertising. Johnny White, a lawyer from Client Earth with expertise in greenwashing, and Jonathan Wise, co-founder of Purpose Disruptors, provide the legal context and the opportunity for agencies. France is the first European country to ban fossil fuel advertising. The ban, which comes into effect next year, could see companies fined up to €100,000 for breaching the rules. It may seem a strong move for a country to ban an entire category of advertising, but it’s odd that we’ve been happy to see advertising for fossil fuels for so long. Fossil Read full story › Source: The Drum...
Read More
Industry News