Posts made in November, 2022

on Nov 9, 2022

By Danielle Long The world’s largest shopping event is just days away, but consumers are expected to remain cautious as China’s economy slows. The impact of China’s zero-Covid policy, regulations on tech firms and the shaky economy have left China’s big-spending consumers budget-conscious and nervous about overspending. That is not to say they won’t spend, just not with the confidence of the pre-Covid years. Alibaba’s 11.11 Singles Day extravaganza has experienced meteoric growth since it launched in 2009, creating new record sales figures each year. In recent years the event has grown beyond one day to incorporate weeks of presales, and it has spilt across the Read full story › Source: The Drum...

on Nov 9, 2022

By John Glenday Bounty, the Marmite of the chocolate world, is the focus of a polarizing Christmas campaign by Mars Wrigley as it seeks to find a new home for the ostracised treat. Unceremoniously kicked out of selected Celebrations tubs, the homeless Mr Bounty is shown settling in with an elderly woman who takes the divisive confectionary brand under her wing. The multinational food giant has anthropomorphized its coconut chocolate bar to tug on the heartstrings of consumers to help #BringBackBounty. The treat-lovers can show their support by bringing Bounty out from beneath the shadow of the more popular Snickers and Maltesers brands. Pushed out by public Read full story › Source: The Drum...

on Nov 8, 2022

B2B World Fest 2022 will bring together some of the leading lights of the world of marketing for two days of conversations centered around the macro-trends shaping the industry at this very moment. The two-day event be aired live November 9-10 from our pop-up studio in London. It will be filmed in front of a live audience and will be broadcast around the world. Here’s an overview of the shows that are on tap: Wednesday, November 9: 8:45am ET – B2Brunch The Drum Show looks at how creativity is changing the face of B2B. Our top panel will look at key emerging Read full story › Source: The Drum...

on Nov 8, 2022

By Hannah Bowler Loyalty schemes can’t just be transactional to win customers over – the best programs need to “integrate the entire customer experience,” say some of the marketers behind the most successful schemes. Brand loyalty is having a resurgence, with legacy brands such as McDonald’s opening its very first rewards club, established schemes from Costa Coffee Club and Waitrose being overhauled and even community-based programs from Sweaty Betty and Gymshark starting up. Speaking at our show Loyalty 3.0 during The Drum Media Summit last week, James Calvert, chief data strategy officer at M&C Saatchi London, who was responsible for revamping Read full story › Source: The Drum...

on Nov 8, 2022

By Dani Gibson Members of the jury for The Drum Awards for B2B talk us through the main themes that emerged from this year’s entries, including humor, craft and offline tactics. This week (November 9 and 10), The Drum is hosting B2B World Fest – two action-packed days during which our pop-up TV studio will be broadcasting the brightest minds in B2B directly to a global audience. And then next month, as part of our week-long awards festival running from December 5-9, we will be celebrating the companies and people around the world who bring creativity to B2B marketing at Read full story › Source: The Drum...