By Amy Houston The top talent responsible for this new spot is pretty iconic. There’s legendary director Steve McQueen behind the camera and actor and musician Ashley Walters in front of it. And together this dynamic duo have landed our Ad of the Day accolade. PG Tips hasn’t been on TV screens in almost a decade, but today it’s back with a fresh approach, a new agency and some top talent. What makes this ad brilliant is the total revamp of the brand and the modern approach to a pretty traditional and conventional sector. It’s the work of London indie shop Calling, which has created Read full story › Source: The Drum...
Read MoreBy Oscar Quine Everyone loves a rebrand – or do they? Leading marketers tell us which brands they think should never change. Because if it ain’t broke… Lucozade recently underwent its first major rebrand in a very long time, with the threat of flop always looming (just look at Abrdn and the Royal Mail). Still, some old favorites can certainly do with the refresh. But others have a timeless feel that, fans feel, just shouldn’t be messed with. We asked members of The Drum Network to tell us which brands they hope will forever stay just the way Read full story › Source: The Drum...
Read MoreBy Amy Houston After an eight-year hiatus, the brand is back with a hefty investment, a new agency in London indie shop Calling and a determination to make tea cooler than coffee. PG Tips has long been a household staple in Britain. Initially celebrated for its memorable advertising campaigns featuring its iconic monkeys and renowned comedians like Peter Sellers, Bob Monkhouse, and Johnny Vegas, the tea brand gradually lost its resonance with modern audiences. Around a decade ago, it fell into severe neglect. The monkeys were retired, the brand ambassadors appeared outdated, and its parent company, Unilever, significantly reduced its advertising investments. Today, it’s back on Read full story › Source: The Drum...
Read MoreBy Webb Wright Plus, Google reportedly planning to pay News Corp – owner of The Wall Street Journal – up to $6mn annually to support the publisher’s AI efforts. Financial Times signs content licensing deal with OpenAI The Financial Times announced on Monday that it had entered into a strategic partnership with OpenAI. Through the new licensing deal, OpenAI will gain access to the FT’s content to train large language models; ChatGPT users will begin seeing quotes from, summaries of and links to FT articles. The AI company will also help to build new AI tools for the FT. “The FT is committed to human journalism, Read full story › Source: The Drum...
Read MoreBy Paulina Piekarska-Léveillée Wellness and sustainability measures at events are nothing new – but marketers are working to make them more robust, says Paulina Piekarska-Léveillée of agency Mas. It’s time to roll up the yoga mats and donate those scented diffusers. As experiential programs charge into 2024, event producers can design programs that prioritize attendees’ well-being and sustainability while having a lasting impact on the local community. Going beyond the basic stretch and snack, events can craft wellness experiences that nourish bodies, connect communities, and leave a positive footprint on the planet. 1. Sharper sessions and shorter screen time Gone are Read full story › Source: The Drum...
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