By Arjun Singh Big ticket collabs have been among marketing’s biggest plays in recent years. But how do you set them up right? Team Lewis’ Arjun Singh has the answers. When people think of symbiosis, their minds go to weird places: Venom, the Spider-Man villain that hosts an alien symbiote. Or those birds that eat insects off elephants’ backs. In practice, symbiosis is when two different entities work together in a way that’s mutually beneficial. They both bring something to the table. Marketers have been talking about this dynamic since the 1960s. And strategic partnerships have been the basis of some of the most impactful Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher Pooja Dindigal spent seven years at B Lab before moving agency-side to help Dept progress its sustainability journey. She talks about the value of accreditation and why the next step for the industry is intersectionality. Dept’s Pooja Dindigal took the first steps of her career in the NGO space. “It was the vision I had for myself,” but she was drawn to the intersection of social change, sustainability and business as time went on. “I was seeing that businesses can leverage change at scale and speed.” But she admits she was a little later to the sustainability party. Still, she says Read full story › Source: The Drum...
Read MoreBy Jenni Baker Planning is a completely different game in 2023; long gone are the days of three media channels to contend with. Speakers from KFC, Wavemaker and GroupM Nexus reveal how to futureproof media strategies to help clients thrive. Media planning is getting a lot more complex with new channels, an increase in consumption time, and a greater overlap in demographics. There is a need for planners to go back to the drawing board and figure out how to futureproof their strategies. Speaking at The Drum Live, Elliot Millard, chief strategy and planning officer at Wavemaker, admitted being a planner Read full story › Source: The Drum...
Read MoreBy Joe McElligott MG Empower’s Joe McElligott argues that, to reclaim the term ‘community’ from buzzword limbo, we need to be serious about what a brand community really is. When a word is overused, it loses its meaning and we lose our ability to put it into action. In adland, perhaps no word is as overused right now as ‘community’. So, let’s get one thing straight. Social media followers, names on a mailing list, users in a CRM system… none of these constitute a brand community. They’re databases. And until we make a significant investment in changing that, that’s all they’ll ever be. Read full story › Source: The Drum...
Read MoreBy Amit Bapna The Drum hears from Marriott’s marketers in APAC on the hotel chain’s plans for India on the back of its first co-branded credit card launch, booming wedding business and the resurgence in travel. Hospitality brands in India have been busy capitalizing on the post-pandemic resurgence in travel, launching new properties and seeking to build loyalty for their existing portfolio. Recently, Marriott joined forces with India’s HDFC Bank to launch the country’s first co-branded hotel credit card. The hotel giant hopes the move will help it attract a new generation of travelers into its fold. Marriott’s long journey to the credit card Read full story › Source: The Drum...
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