By Mark Terry-Lush As we approach 2023, the trends influencing a new era of smart tech come at a tipping point for our industry and the planet’s future. Fresh from consumer electronics show IFA, Mark Terry-Lush of agency Make Honey argues that smart brands increasingly put sustainability front and center. Hakan Bulgurlu, chief executive officer of Arçelik and owner of brands including Grundig and Beko, recently emphasized the need for brands to focus on sustainable manufacturing and economics in his keynote at consumer electronics show IFA. Corporate social responsibility (CSR) is a business-critical theme and smart brands are already investing in sustainable-focused Read full story › Source: The Drum...
Read MoreBy Darrick Li Sports ad spend is funneling from linear TV to streaming, presenting new opportunities for both buy-side and sell-side players, writes Standard Media Index’s Darrick Li. US viewers subscribe to an average of four streaming services, per 2021 data from Deloitte. And it’s not just shows and movies that users are consuming via streaming; sports, too, are airing across multiple platforms to users’ enthusiastic consumption. With the 2022-2023 NFL season fully underway, this year will prove dynamic as streaming wars for live sports content continue and consumer access spreads across Amazon, Fox, NFL+, Peacock and ESPN. What does this mean for Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe At the Gaming Upfronts 2022, we hear how sponsorships and partnerships can deliver huge value to brands that consider their gaming-based marketing plan carefully. At the IAB UK’s Gaming Upfronts 2022, where this week representatives of some of the largest gaming companies were setting out their stalls for the future of marketing in gaming, there was a recurring theme in many of the announcements. The single most important component of gaming, said the speakers, is its social interactivity and the extended communities that exist around it. Jonathan Stringfield, the vice-president of global business research and marketing at Activision Blizzard Read full story › Source: The Drum...
Read MoreBy Matt Bourn Matt Bourn, director of communications at the Advertising Association (AA), weighs in on why we need to start tackling the climate crisis through communications. The responsibility of any communications director is to ride shotgun and be ready to step into a media appearance or speaking opportunity. Often, this happens last minute and you find yourself on national TV or at the sharp end of a journalist interview. This April, I found myself appearing in the House of Lords providing evidence to the environment committee on the role of advertising and communications to help tackle climate change. I sat where Chris Read full story › Source: The Drum...
Read MoreBy Kendra Clark From celebrity endorsements to wellness-focused messaging, here are the marketing movements defining the future of cannabis. An increasing rate of legalization across the globe is ushering in a boom for the cannabis category. The global legal cannabis market was valued at $17.8bn last year, and is projected to grow at a compound annual growth rate of more than 25% between now and 2030. As players in the category enjoy greater market opportunities, they’re investing more money in advertising and marketing in efforts to combat stigmas, expand brand awareness and attract sales. At Advertising Week New York today, cannabis industry leaders gathered Read full story › Source: The Drum...
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