By Hannah Bowler Some seismic changes are set to reshape the media landscape in 2024. We ask media experts at Dunnhumby, GroupM, Deliveroo and HP what changes to expect in the year ahead. From the immediate impact of generative AI to the longer-term effects of economic and environmental forces, some of the major players in the industry have come together to mull over the future of media at The Drum’s Predictions event. Setting the tone, Zuzanna Gierlinska, chief growth officer at GroupM Nexus, says that 2024 has to be the year that the industry addresses its sustainability commitments. “Sadly, from a sustainability perspective, we Read full story › Source: The Drum...
Read MoreBy Will Green A fear of making mistakes can often hamper results, says Will Green at Ledger Bennett. Tear up the rulebook, throw caution to the wind – and thank him later. As the economist George Stigler says, “If you never miss a plane, you’re spending too much time in airports.” Every decision, in other words, has a downside. But the nature of that downside is up to us. Would you rather miss a flight every couple of years, or spend a lifetime getting to Heathrow three hours early? That’s your trade-off to make. ‘Choose your mistakes’ can be a useful heuristic Read full story › Source: The Drum...
Read MoreBy David Stein Lippincott’s David Stein warns brands to exercise caution when it comes to falling into the hype cycle of celebrities du jour. In the bustling marketplace of brand endorsements, where uniqueness and differentiation are the currency of value, one name seems to echo across the boardrooms of America with uncanny ubiquity: Travis Kelce. Yes, the Kansas City Chiefs tight end whose charismatic appeal and on-field prowess have made him the darling of Swifties and brand managers from coast to coast. But as more brands hitch their wagon to Kelce’s star, you have to wonder: in the quest for something different, how have Read full story › Source: The Drum...
Read MoreBy Kendra Barnett Ads funded by the Israeli state and pro-Israel interest groups are popping up on Americans’ TV screens. But some PR, media and legal experts argue that these aren’t regular political ads. Super Bowl LVIII viewers saw more than the Kansas City Chiefs come out on top of the San Francisco 49ers on Sunday evening. They also consumed a deluge of high-budget commercials – including one decrying antisemitism in the US and another aimed squarely at garnering US support for Israel’s ongoing war in Gaza. But some PR, media and legal experts are likening the ads to propaganda rather than standard political advertising Read full story › Source: The Drum...
Read MoreBy Amy Houston According to the travel company, more than half of Brits want to see the Northern Lights at some point in their lives. Expedia is today unveiling a new ad campaign that includes an out-of-home takeover at One World Trade Center and a TV ad, as well as magazine features. The brand wants to help people tick off their must-do bucket list experiences this year and top of the list is seeing the Northern Lights. According to a consumer survey commissioned by Expedia, 57% of Brits aspire to witness the Northern Lights as a once-in-a-lifetime adventure. The National Oceanic and Atmospheric Administration is also Read full story › Source: The Drum...
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