By Maria Greaves From immersive experiences, to culinary connoisseurship and a IYKYK cocktail culture, Bacardi Limited’s Cocktail Trends Report serves up the opportunities that will refresh the spirits industry over the next year. In 2024, spirits companies got creative and flexible, to capture the love and attention of consumers looking for new connections with brands. And over the next 12 months, we’ll see the industry continue to act as a conduit for connection, bringing people closer to new interests, new knowledge, new experiences – and most importantly, each other. If the last few years have been about ‘more’, 2025 will be about Read full story › Source: The Drum...
Read MoreBy John McCarthy As 2025 approaches, spare a thought for advertising’s storytellers who will be commanded to “embrace” Gen AI in 2025. Can these experimental tools be wielded with vision, or is this ailing industry chasing yet another tech MacGuffin? John McCarthy explores. I have long been skeptical about adland’s insistence it is in the storytelling business, suffering many an advertising sage insisting they share a profession with the prophets of yore, spinning yarns to win hearts and minds. So, it’s weird now that I am now on the side of these creatives. In fact, I miss those conversations I used to roll Read full story › Source: The Drum...
Read MoreBy Tom Banks Since I joined The Drum in June, the design industry has been hurtling along at its usual breakneck pace and, as is tradition, tis the season to reflect on some personal highlights. If we cast our minds back to the beginning of the summer, neither the UK nor US elections had taken place and the natural speculation was causing clients to cling tightly to their commissioning budgets. With the looming UK election in mind, here Read full story › Source: The Drum...
Read MoreTiti Odeyinka reflects on why so many top ‘global’ brands tend to miss out on Africa, explaining how her agency Check helped Adidas in Nigeria. In the US, you can easily watch Ted Lasso on your Apple TV app, Across Sub-Saharan Africa, the journey to AFC Richmond is far more long-winded. Accessing a global hit show like Ted Lasso is not as simple as subscribing and pressing play. A Virtual Private Network (VPN) might help them bypass geographic restrictions, but VPN services add costs and complexity. Alternatively, audiences could enter the murky waters of piracy—logging into dangerous websites that jeopardize Read full story › Source: The Drum...
Read MoreBy Hannah Bowler This year, brands had to grapple with culture war politics, find ways to cut costs using AI and think up new ways to structure the marketing function. We round up some of our most-read brand stories of 2024. Several pivotal moments in marketing during 2024 have kept the industry talking and debating, but there have also been many lessons. Heinz faced backlash after two campaigns were accused of perpetuating racial stereotypes, sparking a broader conversation about DE&I and representation and reminding brands of the need to be more mindful of the communities they engage with. Read more here Read full story › Source: The Drum...
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