By Amy Houston Earlier this month, fashion brand The Woolmark Company made a stance on synthetic clothing with a dramatic campaign that featured people trying to escape a swimming pool filled with murky crude oil. The brief was founded on the statistic that every 25 minutes, an Olympic-size swimming pool’s worth of crude oil is used in the production of polyester garments. It wanted to make that shocking stat known to shoppers worldwide. Initially Woolmark approached film directors Sil van der Woerd and Jorik Dozy, from production company Park Village, who worked on the Wasteminster campaign from Greenpeace last year. That campaign Read full story › Source: The Drum...
Read MoreBy Danielle Long One of Australia’s leading universities has dropped the branding of an oil and gas production company from a children’s science event after complaints. APAC oil and gas company Santos is the naming right sponsor of a children’s science event, The Santos Science Experience, which is run in universities and tertiary institutions across the country. However, Macquarie University has dropped the brand from its event after complaints from senior Australian climate scientist Professor Lesley Hughes, who argued a fossil fuel-producing company was an inappropriate sponsor for the event. According to reports in The Guardian, Hughes said, “We wouldn’t enter into Read full story › Source: The Drum...
Read MoreBy Mark Penn Political fundraisers are ‘the best marketers in the world,’ says Stagwell CEO Mark Penn. Here’s what brands can learn from their efforts. When I ran campaigns, I used to lament that corporations would spend more on marketing a hamburger than marketing political ideas and efforts. Back then, campaigns were struggling shoestring enterprises. No longer. Today, campaigns and issue groups spend billions of dollars (much of it ineffectively) on communicating to voters, and fundraising at large has become big business. Ironically, the rocket fuel for all this was not the much-maligned Supreme Court decision Citizens United that gave corporations political speech rights. Rather, Read full story › Source: The Drum...
Read MoreBy Sam Anderson As competition hots up in B2B, leaders in the space are expecting growth and shifting shape. We sat down with nine bigwigs, including the major independents vying for pole position, to ask what must change as B2B shifts gears. Changes are afoot in the business-to-business (B2B) landscape – and as we’ve heard recently from leaders in the space, many of them think it’s time for B2B’s golden age as work becomes more creative and seen by more people. But what needs to change for that dream to come to fruition? At a recent roundtable for leaders in Read full story › Source: The Drum...
Read MoreBy Ruth O'Brien The Queen’s passing proves that brands must tread carefully following national tragedy. Ruth O’Brien of agency Found recounts the day the news broke and how to navigate marketing during a period of mourning. Last Thursday was a wild ride in agency land. When presenters across the BBC all suddenly changed into black clothing, we knew it was likely that operation London Bridge was in motion. In the office, discussion quickly turned to what our clients needed to do next, and which channels would be impacted. Naturally, for us, organic and paid social were the biggest focus. Putting plans Read full story › Source: The Drum...
Read More
Industry News