To get the edge in different territories, local expertise is a must, says Eirini Theodoridou of Connective3. Misstep, and you risk sounding tone-death. In today’s interconnected world, brands must speak to global audiences while respecting the nuances of local cultures. However, achieving this balance is no easy feat, especially when geopolitical developments, cultural sensitivities, and regional differences shape how messages are received. As PR experts, we should navigate the ever-shifting global news agenda in 2025 by thinking locally while acting globally. Regional media landscapes Every country has its own distinct media ecosystem, and what works in one territory might fail in Read full story › Source: The Drum...
Read MoreBy Tom Banks The startup is already gaining traction among well-known designers and illustrators and has just hired designer and entrepreneur Daljit Singh as head of brand marketing. There is a looming IP crisis for creative practitioners with the onset of AI, which is already starting to unfold as bad actors copy their style before seeking permission retroactively. Exactly.ai founder Tonia Samsonov says that such companies “scrape your data, rob you and put you into an algorithm.” When the individual finds out about this, their style is already being used and a very low compensation is offered, even though subscriptions are being sold Read full story › Source: The Drum...
Read MoreDon’t underestimate the power of having a physical letter or flier in your hand, says Nicola Davis of Indicia Worldwide. Direct mail is especially effective in the face of digital fatigue – and can even reach gen Z. A long time ago in a marketing department far, far away (well, Boots head office in Nottingham, actually) I was thrust into a world of direct mail creativity and insights. The very real impact of something as personal (and hopefully beautiful!) as mail landing in your home sparked my lifelong passion for great customer experience and the power of data to Read full story › Source: The Drum...
Read MoreBy The Drum DeepSeek’s budget AI is rattling tech giants – so we asked it and ChatGPT to size each other up. The results? Revealing and unexpected. Let’s be honest: we at The Drum love stirring the pot – and AI is our latest whisk. So, we challenged two big names in the AI world, ChatGPT and Chinese upstart DeepSeek, to talk about each other. One gave us a TED Talk; the other pulled a “Who? Me?” routine. Read more here Read full story › Source: The Drum...
Read MoreBy Audrey Kemp The branded content series delves into the Grammy-nominated artist’s rise to fame through exclusive performances and personal reflections – all to make tax season less intimidating for Gen Z. Grammy-nominated genre-bender Shaboozey has teamed up with Vevo and Intuit TurboTax to demystify tax season in ‘Vevo Origin Stories.’ Led by Vevo’s in-house team, with Wieden+Kennedy managing the media buy, the series fuses exclusive performances and personal insights, proving that when you can break boundaries in music, you can master your finances, too. The work features exclusive live performances and a 12-minute short film that offers an intimate look at Shaboozey’s rise from Read full story › Source: The Drum...
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