By Jenni Baker Car door shuts. Ignition starts. A driver sets off on their journey to a pre-defined destination. As an advertiser, have you already missed your best opportunity to influence this individual? Or are you looking at a valuable captured prospect? This is a critical question for brands looking to reach on-the-go driving category – and it’s one that Waze set out to answer. The last two years have upturned UK mobility habits. Drivers have emerged from lockdown and returned to the roads in a more significant, less predictable way than ever. The relationship with the car is changing and it Read full story › Source: The Drum...
Read MoreBy Dani Gibson The Drum Awards for Digital Industries rewards the best work, companies and people behind the most effective digital campaigns around the world. So we went to our 2022 jury to ask for their top tips on how to write an amazing entry. Whether it’s a focus on results, how it’s presented or culling the jargon, here’s what will impress them the most. The deadline for the awards has passed, but you can still enter by applying for an extension. Chris Mellish, chief executive, TMW Unlimited Loading… At its heart, these awards are about Read full story › Source: The Drum...
Read MoreBy Sam Anderson Adam Smith is managing director of Berkshire-based digital agency Rawnet. He was the agency’s co-owner until selling to investment group Castelnau in 2020. We sat down with him to talk about growing up, letting go and three successful spinouts. Adam Smith didn’t found digital agency Rawnet, but he was third through the door. He followed university friend and Rawnet founder Ross Williams to the company, becoming creative director in the early 2000s. The agency was always entrepreneurial; in its early years it jumped on the early-2000s online dating boom, launching a platform for creating dating sites, White Label Dating. As <a target=_blank href="https://www.prnewswire.com/news-releases/global-personals-ltd-rank-13th-in-the-sunday-times-hsbc-international-track-200-214586651.html" Read full story › Source: The Drum...
Read MoreBy Sam Anderson Global agency The Marketing Practice is shooting to be the biggest B2B indie, with an out-of-home (OOH) and print media campaign for their own agency. We asked their chief marketer, David van Shaick, why – and how it’s going. In its latest push to become B2B’s biggest indie, agency The Marketing Practice has invested in a unique public-facing agency marketing campaign. Not content to market itself in only the traditional B2B channels, since July it’s been putting up ads in train stations and bus shelters; and in mainstream publications like The Economist. The move follows a private equity investment last Read full story › Source: The Drum...
Read MoreBy Taruka Srivastava Insurance brand Churchill is aiming to change perspectives on what quality insurance means to people by asking them to be chill when taking big decisions in its latest campaign. The campaign ‘Bring Chill to the Nation,’ conceptualized by Saatchi & Saatchi, features a woman apprehensive about buying a car in case she prangs it in an accident with an unprepared and uninsured driver. Suddenly she finds Churchill’s mascot ‘Churchie’ sitting on the front hood, and she escapes to the ‘Chillscape,’ a fantasy world where she is relieved of all her car-buying stress. Instead of focusing on how cover works when Read full story › Source: The Drum...
Read More
Industry News