By Sam Anderson We ask leaders in the B2B space what they hope changes in their corner of the industry as it matures. At a recent roundtable with business-to-business (B2B) leaders from The Drum Network, our assembled experts shared their conceptions of how B2B is maturing, beyond the buzzwords of ‘humanization’ and ‘commercialization’. But what of their hopes for the space? Here, we bring you a bumper crop of their wishes and predictions, from re-conceptualizing what B2B is to a more tailored marketing approach to (of course) bigger budgets. Jody Osman, group director of growth, Propeller Group: “There are so many complexities to B2B Read full story › Source: The Drum...
Read MoreBy Amy Houston We catch up with Adam&EveDDB’s chief creative officer, who has been named one of the most awarded CCOs in this year’s World Creative Rankings. With over two decades in adland, Richard Brim has created some of the most loved and well-known ads in Britain, including a mammoth legacy of John Lewis Christmas campaigns. Growing up, he was inspired by the Tango ads of the 90s and a TV show about the Saatchi brothers. He found his way into the trade by gaining a place on the coveted art course at Central St Martins College of Art. For three years he Read full story › Source: The Drum...
Read MoreBy Audrey Kemp The Aquaman actor and his loved ones star in an action-packed commercial for a beer that holds a special place in his heart. Today, Diageo-owned Guinness has has announced its years-in-the-making partnership with superstar actor, Jason Momoa. At the core of this collaboration is a captivating television commercial titled ‘Lovely Day for a Guinness.’ Starring the charismatic Aquaman and Baywatch star, Jason Momoa, the commercial unfolds in a sushi restaurant where he is handed a mysterious piece of paper. A cursory glance reveals a surprising revelation – Momoa is 2% Irish. Energized by this newfound connection, he jubilantly dashes into a Read full story › Source: The Drum...
Read MoreBy Floydd Wood 1HQ’s Floydd Wood charts a boom in creative branding of neo-traditional Asian medicine, enabled by smart packaging, modernized designs, and cutting-edge spaces. Driven by Asia’s extraordinary economic momentum, traditional medicines and healthcare services are being repackaged for a growing, younger, and style-conscious audience. The results are remarkable and inspiring. Dating back some 23 centuries, it’s hardly surprising that traditional Asian medicine systems were beginning to go out of fashion. In affluent and consumerist modern Asia, the dated image of traditional medicines lacks accessibility for a new generation of consumers. According to The British Medical Journal, in 2010, 30% of Read full story › Source: The Drum...
Read MoreBy Amy Houston We catch up with David’s global chief creative officer, who has been named the third most awarded CCO in the World Creative Rankings. With an almost five-year stint as global chief creative officer and partner at revered agency David under his belt, Pancho Cassis is one of the most awarded creatives in the world according to this year’s World Creative Rankings report. He began his career as a copywriter, after a short stint studying economics, having got into the business after growing up seeing his father make ads at Leo Burnett Chile. “My Dad would come home from doing funny stuff, Read full story › Source: The Drum...
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