By Dom Burch Weighing in on app’s infamous home screen, Dom Burch explains how brands can best use it to their advantage. Eight years ago, I helped launch an innovative influencer-led YouTube channel for Asda called Mum’s Eye View. Rather than create dull, branded corporate videos that sought to mimic YouTuber content, we flipped the tables and handed over the keys to them. It was a bit of a punt, but within six months it had generated 2m views and captured 35,000 subscribers – which seemed massive to me at the time. Since then, however, the world of video has been turned Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Report shows that, industry-wide, financial confidence is at lowest level since Q2 2020. British companies are as pessimistic now about their financial prospects as they were in Q2 2020, according to the latest Institute of Practitioners in Advertising (IPA) Bellwether report. After surveying 200 companies, the IPA found half are downbeat about the financial outlook, while just 6.3% were upbeat, resulting in a net balance of -44.3%. It is the most pessimistic assessment of industry-wide financial prospects since Q2 2020. The UK is thought to have entered recession in Q3. After Liz Truss was appointed Prime Minister, Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Things are heating up, not just globally, but also in advertising. The influence that brands have on consumers necessitates immediate action from the industry. Climate and marketing experts at Advertising Week 2022 identified various ways marketers can spearhead the sustainability movement. The advertising sector has the power to persuade, educate and impact nearly every person on the planet, and with great power comes great responsibility to use it for good. Here’s how brands, marketers and agencies can address the biggest existential threat modern humans face – climate change – according to experts at Advertising Week 2022. The ad industry’s carbon-neutral future Read full story › Source: The Drum...
Read MoreBy Jenni Baker Burger King, Bicycle and Optimizion take the driving seat in a bespoke quiz show format from The Drum and Waze to explore the driver behaviors of today and how advertisers can make their OOH ads travel further. Out-of-home (OOH) media has long been a playground for advertisers. Tracing as far back as the ancient Egyptians, it’s come a long way since then, and a long way since the static billboards, subway posters and street furniture that were a common staple in the OOH advertising playbook. With everything shifting to digital, OOH media evolved significantly too – placing it as a cost-effective Read full story › Source: The Drum...
Read MoreBy Dani Gibson Ahead of the ceremony on December 8, we take another look at nominated work from the likes of the International Paralympic Committee, Migrant Help and Justice4Grenfell. All of the nominees have now been announced for The Drum Awards for PR, but while we impatiently count down the days until the ceremony (part of our week-long awards festival running from December 5-9) we thought we’d take the opportunity to look a bit closer at the campaigns in contention for the Not-for-Profit/Charity award. For this category, our wonderful judges were looking for clear strategic thinking, using research and insights, innovation and Read full story › Source: The Drum...
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