By Jon King The agency world’s in a constant tug-of-war between generalism and specialism. Here, Croud’s Jon King says to expect a big (and protracted) move to the generalist side of the equation, this year and beyond. Here’s a prediction that’s not about AI: generalist talent will become more important in 2024 to both clients and agencies. I’m so confident in this prediction that I would expect it to continue through 2025 and beyond. From fragmentation to integration Over the past 20 years we’ve done a great job of fragmenting marketing communications into a confusing jigsaw puzzle of specialisms. This was driven by necessity; Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Here’s a fact that’s difficult to digest: women, under more stress, face double the constipation trouble. In a new laxative commercial, the actresses reprise their roles in the beloved sitcom, and channel a bit of feminine rage. You might have heard of the gender wage gap, but have you ever heard of the gut gap? It turns out, constipation is a feminist issue. Miralax, a laxatives brand, is on a mission to expose ‘The Gut Gap’ and women’s struggle with constipation. To do so, the brand enlisted the help of the iconic comedic duo, Abbi Jacobson and Ilana Glazer of the beloved Read full story › Source: The Drum...
Read MoreBy Gordon Young The Drum’s editor-in-chief comes fresh from Davos with the lowdown on how power brokers talk about AI. Buckle in; these conversations will shape the marketing world in 2024. The rumblings of AI will no doubt still echo through the Landwasser Valley. Last week, Davos became the tech capital of the world as it played host to the World Economic Forum. The local shops were commandeered by the world’s big tech companies, and the founder of Open AI, Sam Altman, was in town to give the speech, which many deemed the highlight. What the rise of this technology will mean was Read full story › Source: The Drum...
Read MoreBy Matt Readman Sports have long delivered for brands. They’re also a platform for politics, whether we like it or not. Brands better get ready to pick sides, explains Dark Horses’s Matt Readman. Just before Christmas, Asahi-owned Pilsner Urquell pulled out of sponsoring the Olympic Games. The reason being that the brand also sponsored the Czech Olympic team and, following the IOC’s decision to allow Russian and Belarusian athletes to be part of Paris 2024, the brand felt that the two were incompatible. It would be easy to imagine that ‘pull-out politics’ are rare but happening more frequently. Fifa lost Read full story › Source: The Drum...
Read MoreBy Matt Kissane Brand safety is over, says Landor’s Matt Kissane. Here’s his manifesto for 2024 as a year of bravery and risk-taking. This year is going to be a lot. Peak democracy. AI on steroids. Ever more divisive geopolitics. And whatever black swan event is waiting in the wings to give us a collective nervous breakdown. With all that in play, is 2024 going to leave us any bandwidth for brands? It’s going to take something pretty spectacular to pull focus. That’s why, in the sea of New Year predictions, the only bet I’m making this year is that the Read full story › Source: The Drum...
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