By Gordon Young The Drum catches up with the chief marketing and communications officer in Las Vegas to find out about his sensory-driven marketing strategy, Mastercard’s partnership with Netflix and more. CES 2025 brought Las Vegas roaring back to life, buzzing with energy, innovation and, of course, buzzwords. This year, the term agentic dominated conversations – an evolution of generative AI that has profound implications for marketers. Sitting down with Raja Rajamannar, chief marketing and communications officer at Mastercard, I got a first-hand account of how his sensory-driven marketing strategy offers a roadmap for CMOs navigating this new era. From generative to agentic: the AI Read full story › Source: The Drum...
Read MoreBy Wes Morton What does 2025 hold? Wes Morton at Creativ Strategies shares his thoughts on the trends set to shape the coming months – and reviews his predictions for last year. An expansive wave of change driven by novel AI tech, shifting media consumption, and continued advertising business transformations looks set to make 2025 one of the most turbulent years ever for our industry. Here are the seven advertising trends that I believe will impact our industry the most in the year ahead. Buckle up, adland. Read more here Read full story › Source: The Drum...
Read MoreBy Gordon Young The holding company executives speak to The Drum’s founder and editor-in-chief Gordon Young about the historic merger of IPG and Publicis at CES 2025. “You know, I could show you the scars,” John Wren quips, leaning back in his chair. “But I’ll spare you.” The Omnicom CEO is referring to his failed 2014 merger with Publicis – a deal that famously collapsed under its own weight. Read more here Read full story › Source: The Drum...
Read MoreBy Tom Banks ‘It All Adds Up’ crunches the numbers on what goes into winning and shows the grit and glamour of the sport in a bid to hook new millennial and Gen Z fans. A new global campaign for the ATP Tour tennis tournament will feature four broadcast and digital spots and a hero film. The film combines the soundtrack of a tense game with a typographic explanation of some of the numbers behind the game. The idea is that a player’s ranking is the summation of every point, serve, winner and drop of sweat, according to Wieden+Kennedy London. Read more here Read full story › Source: The Drum...
Read MoreBy Luke Jonas It might be the right time to expand stateside. Luke Jonas of Nest Commerce explains the perks, pitfalls, and process of branching out in the US. With the UK’s growth prospects distinctly underwhelming, scaling internationally looks more like a necessity to de-risk. For those ready to take the plunge into unchartered waters, swimming westward makes sense. The US is a massive English-speaking market with a powerful economy, increasingly diverging from the performance of Europe. As such, it offers immense potential for challenger brands. Land of opportunity There are several good reasons why America could be the land of opportunity for British brands Read full story › Source: The Drum...
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