By Kendra Barnett The division between brand and performance marketing is dead. Just ask the chief marketers of the world’s biggest brands. This week, marketing, media and adtech experts descended on Miami Beach for the second annual Possible conference – an event that gained buzz after Elon Musk keynoted last year. On the ground, The Drum spoke with some of the industry’s leading brand marketers about how the role of the CMO is transforming in light of growing economic pressures and rapid technological change. Among the most resounding themes was the idea that marketers of today are required to be more Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Lisa Materazzo takes the wheel with ‘Freedom of Choice,’ unveiling the brand’s broad range of vehicles and pioneering marketing strategies to engage a new generation of Ford fans. Motorheads, start your engines. Ford Motor Company, a venerable name in the automotive world, has launched a dynamic bilingual campaign showing off the breadth of its vehicle offerings, aptly titled ‘Freedom of Choice.’ The campaign marks the automaker’s first fully integrated campaign of the year and first ad campaign led by industry heavyweight Lisa Materazzo, who joined Ford about six months ago as its global chief marketing officer. With a background steeped in success at Read full story › Source: The Drum...
Read MoreBy Kendra Barnett This week, The Drum is reporting live from Possible Miami 2024. Amid the sea breezes and the buzz, here’s what we’re hearing from industry leaders on the ground. On marrying brand and performance marketing Tariq Hassan, chief marketing and customer experience officer, McDonald‘s: “For the longest time, it was like brand or performance, and I just refuse to participate in it. If you think about the construct, when were we ever told, ‘Oh, yeah, go build the brand, but who cares if it performs. Oh, and by the way, perform the heck out of something, but who cares if it deteriorates Read full story › Source: The Drum...
Read MoreBy Amy Houston Other athletes, including Max Whitlock and Emily Campbell, have come together ahead of the event to inspire people to take action and reach their personal goals. With the Summer Olympic Games now a hundred days away, NatWest has released an uplifting spot to rally the UK. The ad is designed to motivate everyone to achieve whatever goals they might have been putting off. Some of Team GB’s most celebrated athletes worked alongside Pitch Marketing Group on the script. Each sporting star shares a personal story on how they took the first steps toward their own success and accomplished things they never dreamt Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Washing detergent marketing has historically been functional and aimed at families, but newsflash: it’s not only parents who wash clothes. Unilever’s vice-president of marketing shares how it is using its latest innovation to freshen up laundry marketing. Unilever brand Persil has ambitious plans to modernize its image and marketing with a new detergent, Wonder Wash, as it looks to appeal to more households. We’ve all seen the classic laundry advert: the kid plays around in the dirt, the parent puts the dirty clothes in the wash and the detergent turns the clothes back to white. Oh, and the parent randomly sniffs the Read full story › Source: The Drum...
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