By 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...
Read MoreBy Chloe Ward For The Drum’s food & drink focus week, Chloe Ward of Wonder (part of the Amplify group) argues that B2B events are becoming an increasingly relevant testbed for dining innovation. In the dynamic arena of event food & drink, where culinary innovation takes center stage, gone are the days of the humble chocolate fountain (thankfully, given their questionable oil content). Today’s edible entertainment demands a multisensory journey that not only looks amazing for that shareable Insta snap, but also surprises the taste buds with new flavor combinations and immersive storytelling. Events have always been hubs for pushing the Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Pinterest shows advertisers how they can succeed on the platform with action-packed B2B creative directed by Tim Godsall. Today, Pinterest unveiled a global B2B campaign designed to attract advertisers to its visual bookmarking platform: ‘The P is for Performance.’ Directed by comedy commerial director Tim Godsall and voiced by popular voice actor Corey Burton, the creative features two over-the-top heroines dodging dangers while discussing how advertisers crave a performance-based platform that can boost conversion rates and increase traffic. Comprising four action-packed spots titled ‘Car Chase,’ ‘Snowmobile,’ ‘Train’ and ‘Volcano,’ the campaign promotes a suite of products for advertisers seeking to Read full story › Source: The Drum...
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