By Amy Houston Snack brand Peperami is shaking up its marketing strategy. After its recent foray into weddings made headlines, The Drum catches up with the brand and its agency to get a taste of what’s to come. A new tagline (‘Going a bit Peperami’) and a goal of ‘breaking traditions’ are behind a marketing refresh at 43-year-old meat snack brand Peperami, which has tasked Forever Beta with helping it reach a new generation of consumers. First up, the ad agency has been trying to convince engaged couples to let Peperami coordinate their big day. Explaining this focus on weddings, Forever Beta’s Paulo Areas Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Supporting Giveon’s first North America tour, Tres Generaciones will host elegant cocktail events and release a video series chronicling the R&B star’s life story. Legacy brand Tres Generaciones Tequila has embarked on ‘Get up Tres,’ the largest campaign in its 50-year history with seven-time Grammy nominee and multi-platinum R&B star Giveon. The campaign comes as Giveon kicked off his first North American tour, the ‘Give or Take’ tour, on August 16 in Philadelphia. Tres Generaciones will serve as an official sponsor during the tour, hosting branded cocktail events in select cities and unveiling a series of digital videos that tell Giveon’s story. Read full story › Source: The Drum...
Read MoreBy Mick McConnell BeReal is promising something different. But without advertisers, it faces an uncertain future. The platform needs to find a way to open its doors to brands – while maintaining its ethos of authenticity, argues Superunion exec Mick McConnell. Let’s face facts. Social media hasn’t always been the best place for establishing the truth. Fake news, face-altering filters and fluffy metrics are usually on the menu of most newsfeeds and homepages. Most users will present themselves in the best light possible. Social media is a home for the highlights of life – not the daily realities. But there is growing backlash – particularly among 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. The Institute of Practitioners in Advertising’s (IPA) print ad in the Financial Times last week provoked some debate within the sector about how the advertising industry should go about promoting the good it does for clients. It’s a critical issue, with recent data from Gartner suggesting that rising inflation and consumer responses to the cost-of-living crisis is already affecting CMOs of consumer retail brands. Its CMO Spend and Read full story › Source: The Drum...
Read MoreBy Jennifer Faull After a six-week review, Penguin Random House has overhauled its marketing and PR departments to create a single brand team that will be overseen by Rebecca Sinclair in the newly created role of chief brand officer. As part of the overhaul, the publishing giant said it made nine redundancies. It did not return our request for clarification on the roles it has cut. However, it does plan to invest heavily in its digital marketing capabilities in a bid to handle a greater portion of its strategy in-house. It is currently recruiting for several new specialist roles including in analytics, programmatic media Read full story › Source: The Drum...
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