By Matt Gibbs The utility companies that survived the energy crisis offered simple brand experience, says Matt Gill at Siegel+Gale. Add purpose to the mix for best in class. Simplicity isn’t something that comes naturally to the utilities sector. We know that at Siegel+Gale: every year we compile a simplicity index. This year, the energy industry ranked 17 of 25 of UK industries in terms of simplicity, down from 16 in 2021. That’s despite our research showing a ‘simplicty premium’ of 7%, the extra customers will pay for a simple energy experience. But it’s clear that the utilities sector is underperforming when it Read full story › Source: The Drum...
Read MoreBy Nick Lewis Social media is becoming less hospitable with every passing day. VCCP’s Nick Lewis believes normal people are leaving for smaller, more intimate spaces, leaving brands alone with the cursed remnants. Social media has long been dubbed the proverbial town square, a pseudo-public space for you to express yourself, engage in civic discourse and flog your wares to passers-by. Initially, we flocked to these community spaces. You knew what you were going to come across, see your mates, catch the latest ‘local’ news. But then the social feeds expanded, and the platforms shifted to be less about who you know and Read full story › Source: The Drum...
Read MoreBy Jenni Baker From tech-enhanced tastes to sustainable sips, AI-powered flavor infusions and the new era of premiumization – here are four trends from drinks and cocktail culture to help marketers add fizz to their marketing experiences. If 2023 was the year of acknowledging a decade of change, 2024 is the year to embrace it. New experimental mindsets, value-added experiences; one industry at the forefront of this transformation is the drinks and spirits business – with 2024 bringing new tastes of optimism centered around the themes of social connection, togetherness, and ultimately experience. As interest in exploration continues to rise, consumers are more Read full story › Source: The Drum...
Read MoreBy Audrey Kemp In the new ads, the acclaimed actress and producer becomes the ‘voice of reason’ in the frozen aisle for those looking for taste without the calories. Lean Cuisine, the beloved Nestlé-owned TV dinner brand, has brought some star power to its latest ad campaign, ‘You Have Good Taste.’ But here’s the twist: while you won’t see her, you’ll undoubtedly recognize her voice. The one and only Regina Hall, the actress and producer known for The Best Man and Scary Movie franchises, has lent her unmistakable voice to the brand’s first new ad campaign in four years. In what seems like scenes from a Read full story › Source: The Drum...
Read MoreBy Kendra Barnett Sports-focused streaming platform FuboTV filed a $1bn antitrust lawsuit against the entertainment giants last month over their plans to launch a joint sports streaming venture. FuboTV today unveiled a new out-of-home (OOH) ad campaign in Washington, D.C. aimed at garnering support among lawmakers and government officials for its antitrust lawsuit against media heavyweights The Walt Disney Company, Fox Corp and Warner Bros Discovery. Fubo filed a $1bn lawsuit against the organizations in New York federal court last month over the media titans’ intention to launch a joint sports streaming venture. Announced in early February and slated to roll out later this Read full story › Source: The Drum...
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