By Webb Wright Plus, Google reportedly planning to pay News Corp – owner of The Wall Street Journal – up to $6mn annually to support the publisher’s AI efforts. Financial Times signs content licensing deal with OpenAI The Financial Times announced on Monday that it had entered into a strategic partnership with OpenAI. Through the new licensing deal, OpenAI will gain access to the FT’s content to train large language models; ChatGPT users will begin seeing quotes from, summaries of and links to FT articles. The AI company will also help to build new AI tools for the FT. “The FT is committed to human journalism, Read full story › Source: The Drum...
Read MoreBy Paulina Piekarska-Léveillée Wellness and sustainability measures at events are nothing new – but marketers are working to make them more robust, says Paulina Piekarska-Léveillée of agency Mas. It’s time to roll up the yoga mats and donate those scented diffusers. As experiential programs charge into 2024, event producers can design programs that prioritize attendees’ well-being and sustainability while having a lasting impact on the local community. Going beyond the basic stretch and snack, events can craft wellness experiences that nourish bodies, connect communities, and leave a positive footprint on the planet. 1. Sharper sessions and shorter screen time Gone are Read full story › Source: The Drum...
Read MoreBy Amy Houston You’ll have a tough time not whistling along to this short. It’s an upbeat, memorable and fresh approach for Confused.com, landing it as our top ad today. Confused.com has revealed its new brand position ‘Just used Confused.com’ that utilizes catchy whistling to grab attention. Cleverly, the jingle is a bona fide earworm, making this new approach memorable as well as fun. It’s the debut campaign from ad agency Leo Burnett, which has infused the brand with a healthy dose of humor and originality. From the father of a bride giving a wedding speech to a referee who can’t be flustered and hundreds Read full story › Source: The Drum...
Read MoreBy Hannah Bowler The consumer health company behind brands like Buscopan, Allevia and Dulcolax won its first-ever Cannes Lion last year. For The Drum’s Health and Pharma Focus, we look at the seven-point plan that brought creativity into the organization. Health marketing isn’t exactly known for its creativity; it’s not the cool sector everyone is desperate to make ads for. But Alberto Hernandez, chief growth officer at Sanofi Consumer Healthcare, wanted to challenge that notion and make health advertising a bit sexier. “As a previously boring self-care company, we were not a destination for creatives who wanted to explore crazy ideas: they prefer to Read full story › Source: The Drum...
Read MoreBy Tom Gillan Amid all the talk of cookie deprecation, we can’t forget that many digital marketing strategies still rely on getting users to opt-in to data sharing, says Space & Time’s Tom Gillan. In healthcare, that’s not easy. You can lead a horse to water, but you cannot make it accept cookies. In healthcare professional (HCP) marketing, as elsewhere, achieving high cookie acceptance rates is a common goal. But it’s not easy, amid concerns over privacy, regulatory compliance, and limited time and attention spans. on medicine, marketing, and media at The Drum’s health and pharma focus These challenges underscore the importance of navigating the delicate Read full story › Source: The Drum...
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