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The 'power of one' will either make or break Daimler-Publicis relationship

on Oct 16, 2018

By Shawn Lim The creation of Publicis Emil by Publicis Groupe at Daimler AG, the manufacturer of Mercedes-Benz, is being touted as the new agency model for legacy businesses undergoing digital transformation to find a compromise between in-housing and maintaining relationships with agencies. Fellow car business Renault has followed a similar model, merging both its media and creative agencies (Omnicom’s OMD and Publicis respectively) to bring the bulk of its ad business in-house, which it hopes will enhance effectiveness and transparency and reduce wastage of its media spend. However, a dedicated agency model does not always succeed. An example Read full story › Source: The Drum...

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Superpowered brands: how Marvel, DC and Millarworld have conquered the marketing universe

on Oct 16, 2018

By John McCarthy Comic books were once as radioactive as the spider that nips Peter Parker. But mainstream audiences are no longer fearful of the cultural stigma surrounding superheroes – and, just like Parker’s Spider-Man, brands have learned that with great power comes great revenue. Today, no media conglomerate would dare be caught dead without a stable of superheroes. Disney owns Marvel Studios, Warner Bros has DC Films, Netflix has Millarworld and Amazon Prime Video has relationships with Chris Kirkland of The Walking Dead. But it wasn’t always this way and only after a decade of superhero success has Read full story › Source: The Drum...

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Pantene urges Japanese jobseekers to let down their hair

on Oct 15, 2018

By John Glenday Pantene is encouraging Japanese women to let down their hair while job-hunting as part of a new campaign designed to stimulate discussion about the expectation of many employers for women to adopt the same hairstyle. ‘#Freedom in Job-Hunting’ was borne out of a survey of 1,000 university students by the Procter & Gamble owned haircare brand, which found that many are still being pressured into conformity. Japanese society is still bound by strict hairstyle rules and dress codes with many fearing to diverge from these standards in order to stave off being judged by their peers and the Read full story › Source: The Drum...

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GoCompare pioneers automated energy switching service

on Oct 15, 2018

By John Glenday GoCompare is tackling consumer inertia in the energy market head-on with the launch of a new automatic switching service which will migrate customers to the best deals available as and when they become available. Weflip will be powered by GoCompares own Energylinx comparison platform, triggering a transfer to an alternative provider whenever savings can be made. For now, the service is limited solely to the energy market but it could be extended to the home phone and broadband market if it is a success. Matthew Crummack, chief executive officer of GoCompare.com group said: “We are excited by the launch of weflip Read full story › Source: The Drum...

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MotoAmerica names Jeff Nasi as senior vice president of marketing and sales

on Oct 13, 2018

By Taruka Srivastav MotoAmerica has name Jeff Nasi as its senior vice president of marketing and sales to expand its sponsorship relations. Prior to this, Nasi worked as director of marketing for 4 Wheel Parts and as senior director, Enthusiast Media at Motor Trend Group, formerly The Enthusiast Network. He will be based out of MotoAmerica headquarters in Costa Mesa, California. MotoAmerica CFO Richard Varner said: “Jeff strongly believes in client advocacy and his reputation in the industry reflects it. We’re excited to have him on board to help expand our sponsorship relations as well as our content and marketing strategies. We’re looking forward to Read full story › Source: The Drum...

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