By Kate Watts We are currently in the grips of a perfect storm, which is forcing brand leaders to focus on loyalty over reach. Here’s how brands can succeed. More stringent privacy regulation and the end of cookies is weakening ad-retargeting technology that for so long has helped businesses find new customers with minimal effort. On top of that, executives decreasing ad spend in anticipation of economic headwinds are accelerating the shift away from programmatic media. Efforts to drive one-time sales are less sustainable than bringing new audiences deeper into the fold for engagement, feedback, and patronage. It’s time to reimagine loyalty programs. Loyalty is defined Read full story › Source: The Drum...
Read MoreBy Hannah Bowler We catch up with newly appointed marketing director Dee Bulsara to hear how she’s bringing a fresh set of eyes to the meat alternative company’s attention-grabbing stunts. This has made quite the name for itself as a master of stunt advertising, ‘sponsoring’ the Leicestershire town of Quorn and tricking an Italian food show into thinking its plant-based products were artisan meats. Now, co-founders Andy Shovel and Pete Sharman are putting some meat on its marketing strategy, bringing in Dee Bulsara as its first-ever marketing director as the business gears up for its biggest year of ad spend. A former Sainsbury’s and Read full story › Source: The Drum...
Read MoreBy Emma Williams As British businesses face down a recession and a currency crisis, Space & Time’s Emma Williams considers the options available to agencies. If you watch the news, it’s hard to avoid the suggestion that a recession is looming, if not already here. Concern about the economic outlook is affecting every industry and ours is no exception. What is going to happen next? The short answer is – we don’t know. We have never been in a situation quite like this before. The UK no longer has the backing of the EU. The war in Ukraine rumbles on. The leadership of the country is Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher The Drum’s Agency Wellbeing Census reassures us that support for employees taking maternity leave is commonplace, but falls short when it comes to paternity leave and help with childcare. Unlike other countries, such as the US, the UK does enforce statutory maternity leave. Eligible employees can take up to 52 weeks maternity leave. The first 26 weeks are known as ‘Ordinary Maternity Leave’, and the last 26 weeks as ‘Additional Maternity Leave,’ – however pay can vary significantly according to circumstances. According to The Drum’s recent Agency Wellbeing Census, which surveyed over 200 companies in the UK, the vast majority (76.1%) offer Read full story › Source: The Drum...
Read MoreBy Hannah Bowler UK commercial broadcaster UKTV has rebranded its streaming platform, UKTV Play, putting talent and brand at the forefront. To set it apart from its video-on-demand (VOD) competitors, which typically market themselves based upon popular shows, UKTV is now promoting the Play brand as “warm, inviting and friendly.” Going live across all platforms on Wednesday (September 28) the 12-month-long project ushers in a new brand positioning and logo with a fresh suite of assets. UKTV is home to free-to-air channels Dave, W, Drama and Yesterday which air shows including Stacey Dooley Sleeps Over, Emma Willis Delivering Babies, Meet the Richardsons Read full story › Source: The Drum...
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