The B2B product or service you’re selling isn’t just a ‘solution.’ Louise Watson of Propeller Group explains why the best marketers focus as much on the person behind the purchase. Let’s be honest: B2B marketing has a bit of a personality problem. Too often, we forget that behind every job title and company logo is a person. A living, breathing, coffee-drinking, stressed-out human being. And it can be easy to forget that they’re the ones who make the buying decisions. In our industry, we’re talking about big investments – that aren’t just “solutions.” They’re an opportunity for the decision maker to make Read full story › Source: The Drum...
Read MoreBy Audrey Kemp The food delivery platform is making its mark in gaming with a major integration into Twitch and Amazon Ads’ branded Fortnite world. The activation includes interactive brand elements and a high-stakes livestream tournament on March 14. DoorDash has officially joined ‘The Glitch,’ Twitch and Amazon Ads’ branded Fortnite world, bringing in-game activations and a major gaming event to the platform. As of today, The Glitch has in-game DoorDash billboards, a visitable DoorDash Tower, and interactive “hot bag” structures that players can build to earn power-ups like healing items and hoverboards. Read more here Read full story › Source: The Drum...
Read MoreBy The Drum Team The Association of Online Publishers’ Digital Publishing: Outlook and Priorities for 2025 report reveals two key trends shaping the industry’s direction: the softening of diversity, equity, and inclusion commitments and a growing openness to artificial intelligence as resistance to its implementation declines. The results, based on a sample of 120, paint a picture of an industry refocusing on business fundamentals amid economic uncertainty, prioritizing audience growth and revenue generation while stepping back from commitments that, until recently, were seen as integral to corporate values. DEI: a downshift in commitment Read more here Read full story › Source: The Drum...
Read MoreBy Gareth Davies In an industry where clarity of purpose is everything, agencies must better define what makes them truly valuable, writes Gareth Davies, UK group CEO of Leagas Delaney. The year is 1992, and Bill Clinton is running for the US Presidency. James Carville, a strategist working on his campaign team, has defined three ‘rules’ to help the Clinton team to stay on-message. In an attempt to hardwire these rules into the team, Carville decided to write them down and hang them on the wall of their campaign HQ in Little Rock, Arkansas. Each rule was a pithy, reductive reminder of a topic Read full story › Source: The Drum...
Read MoreBy Lindsay Hong More definitely doesn’t equal better. As the demands of digital media have increased, says Lindsay Hong at SmartAssets, the quality of content seems to have dipped. But why? Have you ever thought that digital media has become a bit… banal? Agencies know it, brands know it, and consumers are finally starting to cotton on as well. Dan Gardner, executive chairman at Code & Theory, has often here Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Once the most advertised whiskey in the world, Green River Distilling Co. makes its long-awaited return to national advertising with work that nods to its storied past alongside a spectral ambassador. Some spirits never fade. Green River Distilling Co., the 10th oldest licensed distillery in Kentucky, is launching its first national campaign in more than 100 years, marking a historic return to advertising. The new campaign, ‘Raise Your Spirits,’ created by Forsman & Bodenfors, blends humor, history and a touch of the supernatural with the introduction of G.R., the Ghost of Green River, as the brand’s unlikely spokesperson. Read more here Read full story › Source: The Drum...
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