By Webb Wright The NBA’s latest campaign celebrates the energy and charisma of the playoffs, the postseason elimination tournament which culminates in the seasonal championship. Is there a distinct vibe shift among professional basketball players and fans during playoff season? According to a new series of spots from the NBA, the answer is an emphatic “Yes.” Just days ahead of the start of the 2024 NBA playoffs (this Saturday, April 20), the league has debuted a new ad campaign spotlighting “Playoff Mode” – a supposed phenomenon which causes players to become especially energetic, fans to become particularly passionate, and games to grow noticeably more heated Read full story › Source: The Drum...
Read MoreBy Georgia Beattie Getting as precise as possible a grasp on what people are saying and searching for online is key to connecting with the right audiences, says Georgia Beattie of iCrossing UK. In the ever-evolving landscape of digital marketing, the ability to understand and resonate with the dynamic language of your audience is more crucial than ever. While conventional keyword strategies have long been the cornerstone of garnering online visibility, there is a need to shift the paradigm towards nuanced linguistic insights derived from active search and social listening. With 71% of professionals holding licenses for three or fewer social listening Read full story › Source: The Drum...
Read MoreBy Audrey Kemp From getting a premature tattoo to smuggling a dead fish into the rink, the National Hockey League has plenty of real-life fan antics to share. Today, in celebration of the 2024 Stanley Cup Playoffs beginning April 20, the National Hockey League (NHL) has released its latest marketing masterpiece: a series of commercials that dive deep into the eccentricities of hockey fandom. Three spots — titled ‘Tattoo,’ ‘Catfish’ and ‘Not Together’ — highlight the ways fans display their love and support for their teams’ quest for the Stanley Cup, even if it means doing some downright wacky stuff. The first spot, ‘Tattoo,’ kicks Read full story › Source: The Drum...
Read MoreBy Tom Birts Tom Birts likes to mock up an ad every now and then. Sometimes, they even win an award. His easyJet entry captured the imagination of adland, and we’d be willing to bet some of you still think it is real. When we were teenagers, my brother and I worked on a poster for our local gym. The gym was pretty good, like the ones you see in Miami or Venice Beach. It had racks of heavy weights, perfect for the vascular specimens we used in the image. It promised results, results, results. Of course, no such place existed. We lived in Read full story › Source: The Drum...
Read MoreBy Sam Anderson Every marketing agency in the land, it seems, has added ‘AI’ to its list of capabilities. So is it already too late to use AI to stand out? We asked agency leaders from The Drum Network. You can hardly say that the tide is turning on AI mania… but. Amid continued AI obsession, rumblings of oversaturation are growing. Meanwhile, the ad industry has invested heavily in AI over the last couple of years. But with seemingly everyone making that same investment, is AI capability table stakes now? Or is it still possible, somehow, for people in marketing to stand Read full story › Source: The Drum...
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