By Maria Greaves As marketers increasingly turn their spotlight on next generation experiences to engage audiences, what trends are set to enter stage left? All the world’s a stage, so the saying goes. And that’s never been truer in the events sector. Projected to reach here Read full story › Source: The Drum...
Read MoreBy Tim Healey The influential writer and consultant tells Tim Healey why brands still too often get it wrong when it comes to understanding their customers. After completing your degree in Philosophy and Modern Languages at Oxford you rose through the ranks in planning at agencies such as St Luke’s and Ogilvy & Mather. Then you moved to running your own consultancy, along the way writing a series of books. You’re also an in-demand keynote speaker. Could you talk us through your career path? I blame it all on my friend Jamie. When I was an undergraduate, I had no idea what I wanted to Read full story › Source: The Drum...
Read MoreBy Stéphane Allard Leaps and bounds have been made in content-creation capabilities thanks to AI. But, photo-realistic or not, Stéphane Allard of YKONE explains why AI influencers might struggle to live up to their human counterparts. The emergence of AI influencers has sparked both excitement and caution in the world of marketing. While brands explore the possibilities of AI-generated personas, a debate exists about whether they can truly replace human influencers. It seems fair to say that virtual influencers can add an intriguing layer to branding strategies, while authentic influence may still remain rooted in human connection. AI or avatar AI influencers come in two Read full story › Source: The Drum...
Read MoreBy Kendra Barnett TikTok is fighting for its survival in the US, with a nationwide ban looming on January 19. While the company pursues legal measures to block the enforcement, competitors like Instagram Reels and YouTube Shorts are poised to capitalize on its potential exit, leaving brands and creators scrambling to adapt. The battle over TikTok’s future in the US has reached a critical juncture. On Monday, the company, in collaboration with its Chinese parent ByteDance, filed an emergency injunction in an effort to prevent the enforcement of a nationwide US ban, set to go into effect on January 19. The news follows a Read full story › Source: The Drum...
Read MoreBy Richard Draycott As the industry digests news that Omnicom is acquiring Interpublic to form the planet’s biggest ad group, S4 Capital boss Sir Martin Sorrell tells The Drum the deal is either a masterstroke – or a big mistake. While the corporate optimism surrounding here Read full story › Source: The Drum...
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