By Richard Draycott With around two weeks left to enter the competition, we took the opportunity to catch up with some of this year’s jury to ask them what really makes a submission stand out. As The Drum Awards for Marketing’s extensive judging panel of CMOs, from brands including Dunkin’, Booking.com, HSBC, Adidas, Pret A Manger, Unilever, Bayer, Audi, Barbour, Uber, Deliveroo and Continental, prepare to pore over this year’s entries, we asked them to share their insights into what will make an entry stand out for them. The Drum Awards for Marketing entry deadline is Thursday, April 4. Download an entry Read full story › Source: The Drum...
Read MoreBy Amy Houston Apparently, the soccer star’s face is just a little bit too distracting. David Beckham has a knack for embracing self-deprecation, not least when seizing the moment of his meme fame in Uber Eats’ Super Bowl ad. The Manchester United legend is now continuing to showcase that self-aware side with Stella Artois. The Belgian beer brand ‘s ‘Worth More’ is a striking outdoor campaign featuring none other than Beckham… well, kind of. With each image, viewers are met only with the athlete’s recognizable tattooed hands, a deliberate choice that prevents his renowned face from stealing the spotlight. Created by ad agency Gut, the ad Read full story › Source: The Drum...
Read MoreBy Matt Gibbs The utility companies that survived the energy crisis offered simple brand experience, says Matt Gill at Siegel+Gale. Add purpose to the mix for best in class. Simplicity isn’t something that comes naturally to the utilities sector. We know that at Siegel+Gale: every year we compile a simplicity index. This year, the energy industry ranked 17 of 25 of UK industries in terms of simplicity, down from 16 in 2021. That’s despite our research showing a ‘simplicty premium’ of 7%, the extra customers will pay for a simple energy experience. But it’s clear that the utilities sector is underperforming when it Read full story › Source: The Drum...
Read MoreBy Nick Lewis Social media is becoming less hospitable with every passing day. VCCP’s Nick Lewis believes normal people are leaving for smaller, more intimate spaces, leaving brands alone with the cursed remnants. Social media has long been dubbed the proverbial town square, a pseudo-public space for you to express yourself, engage in civic discourse and flog your wares to passers-by. Initially, we flocked to these community spaces. You knew what you were going to come across, see your mates, catch the latest ‘local’ news. But then the social feeds expanded, and the platforms shifted to be less about who you know and Read full story › Source: The Drum...
Read MoreBy Jenni Baker From tech-enhanced tastes to sustainable sips, AI-powered flavor infusions and the new era of premiumization – here are four trends from drinks and cocktail culture to help marketers add fizz to their marketing experiences. If 2023 was the year of acknowledging a decade of change, 2024 is the year to embrace it. New experimental mindsets, value-added experiences; one industry at the forefront of this transformation is the drinks and spirits business – with 2024 bringing new tastes of optimism centered around the themes of social connection, togetherness, and ultimately experience. As interest in exploration continues to rise, consumers are more Read full story › Source: The Drum...
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