By Ned Brown Some research claims ad effectiveness was through the floor this Super Bowl; another revealed the campaigns weren’t very funny either. Bader Rutter’s Ned Brown comes in with a much less scientific explanation of what went wrong. What a Super Bowl it was (and I’m not talking about the game). We saw it all. For nearly the entirety of the three-and-a-half-hour game, my head felt like it was in a pinball machine. The trend this year, more than ever, leaned toward throwing everything at the audience and hoping, by some chaotic miracle, to break through. We saw 78 Read full story › Source: The Drum...
Read MoreBy Simon Collister Goldilocks wouldn’t have worried that AI was too hot or too cold, says Simon Collister of Unlimited. When it comes to best using the technology in marketing, the key is to find the sweet spot. There’s a whole lot being written about AI – its impact on the future of the marketing industry, the ethics of generative AI scraping, and of the technology learning from the internet’s open content. Not to mention the hilarious/worrying hallucinations that we’re seeing merge. The list could go on. But if we descend from the higher-level opinions of “isn’t that amazing/good/bad/ugly” how are the more granular examinations Read full story › Source: The Drum...
Read MoreBy Richard Taylor Richard Taylor, founder of Brandon, reflects on the liquidation of The Body Shop. Why has the pioneering brand, laden with purpose, floundered in a period it seems tailormade for? The news that The Body Shop has slipped into administration has left some of us a touch misty-eyed. It’s hard to forget just how impactful the revolutionary beauty brand was in its heyday – championing environmental, animal and human rights with its charismatic founder Anita Roddick leading the crusade. But brands that refuse to evolve with the times will inevitably gather dust and die. They get overtaken by the new, Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Some seismic changes are set to reshape the media landscape in 2024. We ask media experts at Dunnhumby, GroupM, Deliveroo and HP what changes to expect in the year ahead. From the immediate impact of generative AI to the longer-term effects of economic and environmental forces, some of the major players in the industry have come together to mull over the future of media at The Drum’s Predictions event. Setting the tone, Zuzanna Gierlinska, chief growth officer at GroupM Nexus, says that 2024 has to be the year that the industry addresses its sustainability commitments. “Sadly, from a sustainability perspective, we Read full story › Source: The Drum...
Read MoreBy Will Green A fear of making mistakes can often hamper results, says Will Green at Ledger Bennett. Tear up the rulebook, throw caution to the wind – and thank him later. As the economist George Stigler says, “If you never miss a plane, you’re spending too much time in airports.” Every decision, in other words, has a downside. But the nature of that downside is up to us. Would you rather miss a flight every couple of years, or spend a lifetime getting to Heathrow three hours early? That’s your trade-off to make. ‘Choose your mistakes’ can be a useful heuristic Read full story › Source: The Drum...
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