By Kristina McCoobery Invnt Group’s Kristina McCoobery argues that the near future of experiential marketing makes good on a long-held dream of a robust, immersive experience economy. The landscape of live events and experiential marketing is undergoing a transformative evolution, driven by the convergence of digital innovation, a revitalized emphasis on authentic human connection, and morphing, pandemic-influenced, consumer palettes. At the heart of this revolution lies the concept of the ‘experience economy,’ a term coined by economists B Joseph Pine II and James H Gilmore in 1998. In traditional economies, the primary focus is on the exchange of goods and services. Read full story › Source: The Drum...
Read MoreBy Kendra Barnett The chief executive officers of five big tech companies appeared before the Senate Judiciary Committee Wednesday in heated back-and-forths with lawmakers on how platforms are working to protect children online. Social media executives from five of the world’s biggest social media companies – Meta, TikTok, X, Snap and Discord – were grilled by lawmakers for more than four hours Wednesday on their platforms’ policies and approaches to protecting children’s safety. In particular, the tech titans were made to answer questions on how their services combat child sexual exploitation online, protect young users’ mental wellbeing, ensure kids’ data is safe and more. While Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Namaste? Not today… Deon Cole faces the ultimate betrayal in yoga class as his wife swipes his deodorant spray. Fans of Old Spice’s humor-infused campaigns, rejoice. The dynamic duo of Deon Cole and Gabrielle “Gabby” Dennis are back to show just how coveted the brand’s latest innovation — the Total Body Deodorant spray — is. Launching today, the new commercial titled ‘How Could You’ showcases the versatility of the new spray, proving that it’s not just for the underarms but can be sprayed all over the body. The scenario? A yoga studio. As people stretch on their mats, Cole gives himself and Read full story › Source: The Drum...
Read MoreBy Joe Daniels Joe Daniels of agency proposition specialist agency Treacle shares some of the biggest mistakes he’s seen agencies make with their value propositions. Agencies had a tough year in 2023 – especially that messy period towards the end. But hopefully you’ve come through relatively unscathed and are thinking about how to make 2024 a successful year for your agency’s growth. Well, one surefire way to help that happen is by making sure your agency’s proposition is as clear and compelling as possible. Here are some proposition mistakes I see time and time again. What’s a proposition? Your agency’s (value) proposition is Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Consumers have been hit with a barrage of price-matching and price-cut messaging by UK supermarkets this month. We ask retail experts if this tactic actually works. January is a tough month financially for consumers, with a long wait for payday following the December splurge. In a bid to target these cash-strapped shoppers, UK supermarkets have been busy rolling out heavily price-focused campaigns. Sainsbury’s ran an ad to challenge its pricey reputation and Morrisons’ ‘Price Locked Low’ campaign used padlocks to show it wouldn’t raise prices. Tesco, meanwhile, took out a front cover ad in The Metro newspaper to promote it had Read full story › Source: The Drum...
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