By Amy Houston What does the trend for paparazzi-style ads for celebrity-obsessed audiences say about the ‘big idea’? Fashion marketing has long been a playground for the avant-garde, but increasingly, a sense of monotony has settled in, leaving creativity to take a backseat to the comfort of the familiar. Luxury brand campaigns are now more likely to look like paparazzi shots straight from the pages of a gossip site or glossy magazine, such as Kering group’s Bottega Veneta and Gucci TMZ-style images featuring famous faces A$AP Rocky, Kendall Jenner and Bad Bunny going about their day-to-day lives. Loading… Of Read full story › Source: The Drum...
Read MoreBy Steven Denekas Steven Denekas and Alexis Stepanek of Dept investigate the gap between personalization’s potential and its reality for commerce brands. The issues facing e-commerce businesses every day are deep. Their world is more complex than ever, and there’s no sign of it slowing down. Daily dealings include complex organizational structures, hard-to-identify insights, legacy tech, meetings-upon-meetings, and struggles to gain consensus. Each one of these issues is the enemy of progress. Customers are becoming increasingly frustrated too. 73% of retail customers use multiple shopping channels, researching what fits their needs best. They struggle with a lack of personalization, clunky experience Read full story › Source: The Drum...
Read MoreBy Hannah Bowler UK charity explores new ways to raise awareness of devastating disease through tie-up with much-loved ITV soap Coronation Street. Motor Neurone Disease Association has partnered with ITV to promote a campaign through a soap opera plotline. Coronation Street character Paul Foreman was diagnosed with motor neurone disease in April and the MND Association has been acting as a storyline research partner advising on the on-screen portrayal of the illness. Off the back of this, ITV has given a premium ad spot to MND Association’s latest brand awareness campaign launching tonight. The minute-long film will be shown in the ad break and positioned Read full story › Source: The Drum...
Read MoreBy Asmita Dubey Asmita Dubey, chief digital officer for consumer products at L’Oréal, shares her Marketing Manifesto for 2024. She’s one of five CMOs shortlisted for the WFA’s Global Marketer of the Year. Here, she courts your vote with a vision of an augmented future. Technology is at a turning point. Its potential is profoundly disrupting all walks of our lives, with the evolution of cognitive cities, digital identity, education with AI and new storytelling using generative AI tools. These transformations are powered by a range of advanced technologies that consumers are adopting. When we look at app adoption cycles, we see that it Read full story › Source: The Drum...
Read MoreBy Kendra Barnett On the tails of its acquisition of Activision Blizzard in October, the tech titan this week laid off nearly 2,000 employees from its gaming division. Microsoft laid off 1,900 employees from its Xbox and Activision Blizzard divisions this week – just three months after the company completed its $68.7bn acquisition of Activision Blizzard. The cuts represent about 8.6% of Microsoft’s gaming staff. The news comes in a string of layoffs that have rocked the tech world in the last year and a half. “It’s a very difficult time for publishers, developers, studios and gaming tech platforms, as more and more layoffs Read full story › Source: The Drum...
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