By Amy Brooks In today’s always-on digital economy, marketers are looking to automated solutions to meet content demands. Does this spell the end of creative agencies? Amy Brooks and Joanna Verkade of Frog investigate. It’s becoming increasingly difficult for brands to deliver creative cut-through at scale while maintaining relevancy (and consistency) to match the pace of content consumption and ever-evolving consumer behavior. Add to this swelling time pressures impacting go-to-market (GTM), creative agencies inundated with administrative requests and (every marketer’s worst nightmare) dreaded budget cuts, and we have the perfect recipe for creative collapse. The role of creative assets in campaign success is well documented, Read full story › Source: The Drum...
Read MoreBy George Gossland Back in 2020, then-president Donald Trump was among the first to suggest a ban for rising juggernaut TikTok. US-Chinese tensions continue, and competitors would still like to see the app taken down a peg or two. Favoured’s George Gossland investigates what comes next. TikTok is currently dominating the social media space: it’s the fastest-growing social media app, with no signs of slowing down. With Facebook and Instagram being pushed to the background, parent company Meta is doing everything it can to win back users. Will any of it work? TikTok’s growth – and Meta’s problem Originally known as musical.ly, TikTok is 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. Agencies love to talk about the huge impacts that campaigns, branding work or digital transformation projects can have on the trajectory of their clients’ businesses. All good and well, but from a client’s POV that’s a huge responsibility to outsource. Your business is facing a world-ending threat or epochal window of opportunity – why delegate it to another firm? Even Machiavelli, whose Renaissance guide to corporate climbing is much-trotted-out by Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Brand director Jude Whyte talks us through the made-to-order retailer’s new big-ticket campaign. Made.com has unveiled a major advertising pivot with a quirky new campaign film as part of its new brand mantra to “get a bit weirder.” In February, brand director Jude Whyte told The Drum she was overhauling the Made brand after admitting competition from other online furniture retailers was chomping away at its market share. At the time, she said it needed to reclaim the “standout energy” it launched with and “prove” to its customers it has “more extraordinary things to show them.” Tired of the Read full story › Source: The Drum...
Read MoreBy Richard Palmer Bad customer experience (CX) is a killer, but doing it well can be an incredible (and not necessarily expensive) unlock. Appnovation’s Richard Palmer tells us how brands can make sure they’re on the right side of that divide. CX is the nexus of digital identity. In a cutthroat age where 86% of consumers are willing to quit even a trusted brand on the back of two poor interactions, basic mistakes that frustrate customers are a gift to rivals. With a potential cost to brands of around 6.5% of revenue, there’s a staggering price for unforced errors. Like any Read full story › Source: The Drum...
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