By Junjie Wei Thinking about your brand’s audio signature is hardly new – but more marketers are waking up to the power of sonic branding. For The Drum’s Audio Deep Dive, Junjie Wei of agency True Digital looks at the masters of the sonic craft and what brands can do now to get ahead of the sonic branding wave. Marketers underestimate the power of sound. According to research by Ipsos, fewer than one in 10 brand assets use audio cues despite the fact that they are, on average, almost three times more effective than visual cues. Meanwhile, most Read full story › Source: The Drum...
Read MoreThis Week in the Metaverse: Tencent ditches NFTs, FTC prepares to challenge Meta’s ‘virtual reality empire’
By Webb Wright Things are moving fast in the metaverse, and in the wider world of Web3 as a whole. Depending on who you ask, this futuristic, blockchain-based space is either the next big thing for marketing — and for almost everything else — or an overhyped fad. Here’s what you need to know from this past week: Tencent axes NFT sales Show me entity :: 42368 The Chinese tech giant Tencent has stopped selling NFTs in response to regulation concerns from the Chinese government, according to Reuters. Current NFT holders will still be allowed to keep and display their tokens, Read full story › Source: The Drum...
Read MoreBy Joanna Trippett Agencies shouldn’t make degrees a prerequisite for a job, writes Joanna Trippett. On A-level exam results day, when many students will find out whether they will be going to university or not, the managing director of Byte and Dept explains how not having a degree has never held her back. Across the UK’s 150+ universities, over 800,000 undergrads and postgrads graduate yearly. Despite such a high number of graduating students, over half of the UK population doesn’t have a degree. For generations, the UK schooling system and large corporations have drummed into us that having a degree means access to management and Read full story › Source: The Drum...
Read MoreBy Amanda Levine and Larry Weintraub As other articles in The Drum’s Audio Deep Dive demonstrate, music can transform an ad from a piece of marketing content to part of popular culture. Here, Amanda Levine and Larry Weintraub of creative agency TMA talk us through the considerations of using music in ads. The power of music to set a tone, form a mental association and create memorability is unrivaled, so it’s no surprise that many advertisers leverage this power. What may be a surprise to some is that, once upon a time, artists avoided advertisers for fear of ‘selling Read full story › Source: The Drum...
Read MoreBy Sam Anderson For The Drum’s Deep Dive into all things audio, we sat down with six leading lights from The Drum Network in the sound and sonic branding space to ask one simple question: as the audio renaissance sets in, what should brands be doing to keep up? Jody Friedericks, senior vice-president of brand creative, Known: sound’s special place in culture (and our brains) Sound and music can permeate culture more than anything else your brand does. So think of it as a strategic part of your brand. Just as you do with fonts and colors, put as much effort and strategic Read full story › Source: The Drum...
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