Posts made in December, 2023

on Dec 20, 2023

By Audrey Kemp Monsters from the new VR role-playing video game invade NBA games, The Game Awards and other real-world events through BBDO New York’s reality-bending creative. Asgard’s Wrath 2, a new role-playing game (RPG) developed by Sanzaru Games for Meta Quest virtual reality headsets, is being promoted through a multichannel campaign that brings the beasts of Norse mythology into the real world. Asgard’s Wrath 2, which officially launched Friday, follows antagonist Loki, a trickster god who unleashes chaos across realms through cosmic portals. Gaming website IGN recently lionized the new game as “a landmark game-changer that only comes around once in a Read full story › Source: The Drum...

on Dec 20, 2023

By Amy Houston During a recent roundtable discussion with leaders from The Drum Network, top execs from the likes of M&C Saatchi, RocketMill and The Croud Group spilled their favorite spots from recent years. From Uncommon’s award-winning work for British Airways to McDonald’s ‘Raise Your Arches’ campaign that had an entire nation lifting their brows and grabbing a maccies, 2023 has been a good year for creativity and pushing advertising’s boundaries. But what made these campaigns stand head and shoulder above the rest? And what does it say about the direction the industry is heading in? Here, our experts weigh in. McDonald’s ‘Raise Your Arches’ by Read full story › Source: The Drum...

on Dec 20, 2023

By Joe Madden In a special miniseries, Joe Madden of Don’t be Shy is putting in the hours to answer adland’s stickiest questions of agency etiquette. Previously: what (not) to wear and the great Sonos debate. Here: interior design. Well, it was fun while it lasted. The working-from-home (WFH) era appears to be on the way out – slowly, but steadily and irreversibly. A recent KPMG survey found that two-thirds of chief executives predicted a full return to in-office working by 2026; while nine in 10 say they’re likely to reward employees who Read full story › Source: The Drum...

on Dec 20, 2023

By Ian Darby Video content has the potential to cut through the noise in the holiday period. But how can advertisers achieve this at scale effectively? The scale of the shopping opportunity is accelerating in APAC, and consumer expectations are changing at remarkable speed. Shoppers want more from their experiences than mereefficiency. They expect to be entertained, delighted and to receive value in exchange for their attention. This demand for more meaningful experiences led TikTok to coin the term ‘shoppertainment’, which reflects the need for e-commerce to evolve towards connecting with the emotional needs of audiences. The size of the shoppertainment market in Read full story › Source: The Drum...

on Dec 19, 2023

By Ian Darby The Drum Awards for B2B 2023, supported by LinkedIn, illustrated the power of emotion and creative excellence in driving business performance. Here, we spotlight those brands leading the pack. Creativity in B2B marketing has reached a high point. In recent years, The Drum Awards for B2B highlighted the best of the best and this year’s entries and winners took things to new levels, combining emotional impact with clear, demonstrable response. Keith Browning, director of global brand marketing at LinkedIn, who was part of the judging panel, says: “The data is clear: powerful creative drives 10 to 20x more sales Read full story › Source: The Drum...