By Sebastien Klein ‘If you build it they will come’: a nice fantasy, but no longer true, says Jack Morton’s Sebastien Klein. In the world of experiential marketing, promoting the whole life cycle of the experience is just as important as excellence in execution. Experiential marketing budgets remain tighter than skinny jeans post-pandemic. Inflation has raised costs, slashed marketing budgets, and made sponsor dollars harder to secure. Meanwhile, attendees expect more than ever; they crave an ultra-relevant, stimulating experience beyond inspirational content, with more immersive interactions and opportunities to connect. Thus, for good reason, experiential marketing teams hustle to add as much value to their Read full story › Source: The Drum...
Read MoreBy Niklas Mortensen It was the hottest sneaker in town… until it wasn’t. Designit’s Niklas Mortensen talks us through how the UK PM managed to tread on the hard-earned brand equity of the Adidas Samba simply by wearing them. In one short Instagram video around tax policy, Rishi Sunak managed to kill off one of the coolest brands of the past few years – Adidas Sambas. The go-to shoe for fashion-conscious Millennial Dads, rappers and Gen Z girls went from “the defining sneaker of our age” to the “uncoolest” pair of kicks around. At least, that’s the prevalent narrative. Those switched into Read full story › Source: The Drum...
Read MoreBy Mike Blake Technology is progressing at a dizzying rate. Mike Blake of Ledger Bennett highlights the UX trends marketers must know about. How do you keep users engaged on your website for longer? It starts with a great user experience (UX). From navigation to site design to web accessibility, there are many ways you can optimize UX – too many to cover in a single blog post. That said, we’ve identified four big UX trends B2B marketers should be thinking about – each of which are being driven by advances in digital tech and shifting audience preferences. Let’s dive in. <!– inArticleBlock Read full story › Source: The Drum...
Read MoreBy Amy Houston The cohesive and refreshed assets are being rolled out globally with the hope of creating a more consistent experience for its audience. Beyond its logo, Lego has embarked on a complete design refresh and evolved brand identity to give its comms a more coordinated feel across all aspects of the business. Over the past couple of years, the Lego Group’s in-house creative and strategic shop, Our Lego Agency, in partnership with Interbrand, has created a set of ownable design elements that will encompass everything from physical products to its digital presence. At the core of the branding is still the vision Read full story › Source: The Drum...
Read MoreBy Audrey Kemp In ‘Own Your Age,’ women over 40 engage in cringeworthy attempts to look younger, like using TikTok lingo and attempting to twerk. Laura Geller Beauty, a makeup brand catering to mature skin, is squashing stereotypes and embracing age diversity with its humorous new campaign, ‘Own Your Age.’ The campaign honors National Mature Women’s Day, which the brand created to celebrate women over 40. Central to the campaign is a commercial directed by Quinn Wilson, which depicts the humorous lengths older women often go in order to appear younger, from taking selfies to using Gen Z slang. In the ad, comedian Leanne Morgan plays Read full story › Source: The Drum...
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