By Rob Trono Blue State’s Rob Trono has noticed a most unsettling trend among his charity sector clients; agencies pitch ‘Nike-style’ ads that will appease egos but leave good causes high and dry. I always sit forward and listen when three clients tell me the same thing unprompted, something strange is going on. In the past couple of months, I’ve been told by charity heads: “We want to build our brand, but we can’t have a Nike ad.” A Nike ad? What do they mean? It turns out that agencies keep bringing them big ideas that totally miss the point. Things Read full story › Source: The Drum...
Read MoreBy Hannah Bowler We catch up with the lager brand’s marketing manager, Stephanie Dexter, as part of The Drum’s Food & Drink Focus. According to Nielsen data, low and no alcohol drink consumption in the UK was just 1% in 2023. Why, then, does it feel like half of the UK is chugging down guilt-free pints? Marketing, of course. Dry January gets bigger and bigger each year, with legacy brewers and new brands such as Lucky Saint and Days all shouting about their alcohol-free alternatives. The noise from the alcohol-free category is currently louder than the voices that are demanding it, but for good Read full story › Source: The Drum...
Read MoreBy Richard Draycott The annual ranking of the world’s most awarded creatives, companies and campaigns will soon be revealed as we share the results of the most extensive World Creative Rankings. The Drum’s annual World Creative Rankings – the most extensive global creative rankings – benchmarks the most awarded people, companies and campaigns from the biggest awards shows. Uniquely, the comprehensive study ranks the people behind the most awarded work to announce the most awarded CCOs, ECDs, creative directors, copywriters and art directors. This year sees the launch of a dedicated new online hub housing each of the key lists that Read full story › Source: The Drum...
Read MoreBy Sophie Nicholson Taste credentials matter when it comes to food and drink, says Sophie Nicholson at The Romans for The Drum’s food & drink focus week. But for brands to pop, they must bake themselves into the wider culture. As the great Roman gourmand, Apicius, famously said: “We eat first with our eyes”. Having PRed food and drink clients for 15 years – high street coffee chains, fancy cheese, plant-based dairy alternatives, and a lot of booze – two words always pop up: taste credentials. I confidently estimate that, with each of the 30+ food and drink brands I’ve worked with, customers Read full story › Source: The Drum...
Read MoreBy Hannah Bowler For our Food & Drink Focus, we find out first-hand what goes into edible product innovation. It seems that every celeb and influencer has a booze brand, runs a sweet shop, sells baby food or hawks hot sauce. So, why can’t the marketing industry’s leading publication? Finding out how it works so you don’t have to, we’ve been playing the part of an influencer looking to bring a branded product to market lightning-fast, all with the help of Juicy Brick, a product innovation agency capitalizing on this emerging market. So, how did we get on? Stage 1: Read full story › Source: The Drum...
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