By Amy Houston You’ll have a tough time not whistling along to this short. It’s an upbeat, memorable and fresh approach for Confused.com, landing it as our top ad today. Confused.com has revealed its new brand position ‘Just used Confused.com’ that utilizes catchy whistling to grab attention. Cleverly, the jingle is a bona fide earworm, making this new approach memorable as well as fun. It’s the debut campaign from ad agency Leo Burnett, which has infused the brand with a healthy dose of humor and originality. From the father of a bride giving a wedding speech to a referee who can’t be flustered and hundreds Read full story › Source: The Drum...
Read MoreBy Hannah Bowler The consumer health company behind brands like Buscopan, Allevia and Dulcolax won its first-ever Cannes Lion last year. For The Drum’s Health and Pharma Focus, we look at the seven-point plan that brought creativity into the organization. Health marketing isn’t exactly known for its creativity; it’s not the cool sector everyone is desperate to make ads for. But Alberto Hernandez, chief growth officer at Sanofi Consumer Healthcare, wanted to challenge that notion and make health advertising a bit sexier. “As a previously boring self-care company, we were not a destination for creatives who wanted to explore crazy ideas: they prefer to Read full story › Source: The Drum...
Read MoreBy Tom Gillan Amid all the talk of cookie deprecation, we can’t forget that many digital marketing strategies still rely on getting users to opt-in to data sharing, says Space & Time’s Tom Gillan. In healthcare, that’s not easy. You can lead a horse to water, but you cannot make it accept cookies. In healthcare professional (HCP) marketing, as elsewhere, achieving high cookie acceptance rates is a common goal. But it’s not easy, amid concerns over privacy, regulatory compliance, and limited time and attention spans. on medicine, marketing, and media at The Drum’s health and pharma focus These challenges underscore the importance of navigating the delicate Read full story › Source: The Drum...
Read MoreBy The Drum Our quickfire analysis of the brand, marketing and media stories that might just crop up in your meetings and conversations today. Peloton loses CEO as sales tumble Home fitness brand Peloton has lost its CEO Barry McCarthy and is slashing 15% of its workforce to tackle a post-pandemic slump in demand for its connected fitness equipment. Sales at Peloton had boomed during the pandemic as gyms closed and people tried to stay fit from home. However, despite aggressive marketing and advertising sales collapsed as the world reopened and McCarthy attempted to revamp Peloton as a subscription business. Peloton has not made a net Read full story › Source: The Drum...
Read MoreBy Lucy Hobbs New legislation puts people before procedures, says Lucy Hobbs of Inizio Evoke for The Drum’s health and pharma focus. We’re no strangers to aesthetics. In fact, the number of people receiving ‘tweakments’ has grown to 11% of the UK population. So it’s no surprise that governments, both in the UK and elsewhere, are looking to shake up legislation around non-surgical procedures – and that those changes are sparking conversations across the aesthetics industry. Why the change now? Well, we’ve all heard horror stories of botched cosmetic procedures. For some people, the physical and emotional impact is immense. Devastating, Read full story › Source: The Drum...
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