By Hannah O’Rourke B2B marketing is marked by a relentless optimism of rainbows, unicorns, and sunlit uplands. But reality, right now, is a little less rosy. Is there room for realism? Don’t be Shy’s Hannah O’Rourke thinks so. B2B marketing has a toxic positivity problem. From initial client pitch to final ad copy, all too often we present ourselves and the things we sell as the Holy Grail for [insert problem – I’m sorry, challenge – here]. Confident, steely-eyed positivity is the default setting for B2B marketing. Exhausting as it is, it’s perhaps understandable that brands want to project an aura of reassuring Read full story › Source: The Drum...
Read MoreBy Audrey Kemp The Drum’s Gordon Young and Audrey Kemp explore thunderous waves of tech innovation at CES 2024 to bring readers a new, exclusive video series of in-depth interviews with top marketers to assess whether we stand on the brink of a new Industrial Revolution. As generative AI, language learning models (LLMs) and other cutting-edge technologies begin to permeate every industry, the question of whether we stand on the precipice of a new technological epoch lingers. What better vantage point than CES 2024, where innovation takes center stage, to assess the current and future tech landscape? Armed with curiosity, The Read full story › Source: The Drum...
Read MoreBy Audrey Kemp What do a self-driving tractor, stylish hearing aids and a transparent TV have in common? They all share the spotlight in The Drum’s new video filmed on the ground at CES 2024. Join The Drum’s editor-in-chief, Gordon Young, and LA Reporter, Audrey Kemp, as they unravel the latest and greatest innovations at the world’s premier consumer electronics convention. The Consumer Electronics Show (CES) 2024 in Las Vegas last week was a spectacular showcase of innovation and technological advancements, promising an exciting glimpse into the ever-changing world of consumer electronics. In a new video, ‘Top 10 Products Which Could Change the Read full story › Source: The Drum...
Read MoreBy Jeff Bowerman As concerns over AI-enabled fakery grow, Dept’s Jeff Bowerman offers an alternative perspective: advertising’s always been about bending the truth – and the results are often gorgeous. For many, 2023 will be crowned the year when fake advertising took over the world. A never-ending stream of computer-generated out-of-home, from mascaras to condoms to puffas, invaded our cities via our social feeds. Generative AI generated unreal collabs, like Harry Potter x Balenciaga. The effect was to demonstrate that literally any advert is possible to make without the need of an agency, budget, or Read full story › Source: The Drum...
Read MoreBy Adam Harriden Invnt Group’s Adam Harriden says that this year will test what we value. It might look like handing power to AI is the easy path, but it sacrifices what makes good creative tick: real human emotions. Enter co-creation. With an ever-growing interest in new technologies within the agency model, we see more and more teams looking to use new technologies as a storytelling and creative output tool. The hope? That technology will do things faster, easier, and cheaper than real people. Where’s the emotion? We’ll get on to AI, but social media has been a great Read full story › Source: The Drum...
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