Marketing, E-commerce and Digital Design, Product Management, Brand Development, Design, Advertising and Consultancy

Posts by admin

Why cycling brands need to gear women up for a better ride in 2021

on Jan 26, 2021

By Sara Barqawi The bike boom has been one of the big trends of the last year’s lockdowns. But when it comes to product design, women cyclists are being given a rough ride. That’s the view of Harbour strategist Sara Barqawi, who sets out here why brands have a huge opportunity to shape culture and sieze market share. We’ve started 2021 in lockdown. Gyms shut. Transportation, discouraged. We want to go places, but we’re stuck in the malaise of a sedentary life. Things are particularly hard at the moment. The population is crying out for a fresh found optimism; a way to safely realise Read full story › Source: The Drum...

Read More

Go team: how to support the new generation of creative talent

on Jan 26, 2021

By Laura Greenhalgh Most digital agencies are made up of young talent these days. Digital platforms are second nature to young people, and they understand the influence the internet has on consumer behaviour. Young individuals are an obvious asset to any company; they bring creativity, perspective and enthusiasm to the industry. Yet some professionals remain hesitant about working with the younger generations. There are often misconceptions about a lack of motivation, discipline, and experience. Getting the most of your young team takes a different approach to traditional employee management techniques. But, if your company establishes an environment in which young creatives are nurtured, the Read full story › Source: The Drum...

Read More

Business leaders need to think long and short term to face 2021 challenges

on Jan 26, 2021

By Richard Carroll As we move into 2021, Covid-19 has brought about another national lockdown, further uncertainty to businesses, and continued changes to consumer behaviour. To survive and thrive in this environment, leaders need to look long to ensure their businesses are being set up to weather the storm, while also looking short, retaining their resilience and agility to negotiate these challenges and succeed. Although these challenges will affect different businesses and sectors, three areas will be critical regardless of market position. Moving quickly from survival to growth Understanding changes in consumer behaviour Setting your teams up for success Moving quickly from survival to growth As we transition away from Read full story › Source: The Drum...

Read More

How do you solve a problem like… the death of the third-party cookie?

on Jan 26, 2021

By Sam Bradley We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie. With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the internet itself are huge. It also poses hard question for marketers. As the token falls out of use, personalisation approaches that rely on third-party data will be Read full story › Source: The Drum...

Read More

Making a splash: how Ocean Spray and Chess.com surfed cultural waves to marketing success

on Jan 26, 2021

By Sam Bradley What connects Stevie Nicks and Anya Taylor-Joy? At first glance, not a lot beyond distinctive haircuts. But the Fleetwood Mac singer, and the actor who starred in Netflix’s autumn smash The Queen’s Gambit, both inspired bolt-from-the-blue marketing activations in recent months. Since the chess-themed series’ release, Taylor-Joy has been credited with sparking a renaissance in the game, particularly among female players. Many of those new converts have been welcomed by Chess.com, the most popular chess website and app in the world. Meanwhile Fleetwood Mac’s song Dreams graced the soundtrack of a viral TikTok featuring a suave longboard rider and a carton Read full story › Source: The Drum...

Read More