By Gordon Young The Drum’s editor-in-chief reports from the ANA Masters of Marketing Conference 2024, where the conversation turned to the urgent need to rethink our approach to B2B marketing. When was the last time you heard someone say, ‘But that’s B2B; it’s completely different from B2C’? Probably yesterday. Well, it’s time we put this tired debate to bed. The notion that B2B marketing is some alien world compared with B2C is, frankly, nonsense. And it’s holding us back from tapping into one of the most exciting areas of marketing today. These insights were crystallized at the ANA Masters of Marketing Conference 2024, where Read full story › Source: The Drum...
Read MoreBy Amy Houston It’s the first work from The Or for the fashion brand and features a soundtrack from The Streets. Asos has unveiled a new creative platform in ‘Inspired By,’ that follows an ‘Asos eye’ as it hunts for inspiration in various unexpected locations such as a yearbook found at a car boot sale, a funfair carousel, a dinner party chandelier and a set of overalls in an abandoned warehouse. In the spot, there are four clear trends that feature in the brand’s new collection: Night Shift, Stable Girl, Power Trip and On Campus. Read more here Read full story › Source: The Drum...
Read MoreBy Kendra Barnett As concerns about AI content misuse abound, Google is opening up access to its AI text watermarking technology. It will be a welcome change for advertisers and publishers, who stand to benefit from improved transparency. In an effort to address growing concerns about the authenticity and proliferation of AI-generated content, Google on Wednesday announced that it will make its tech for watermarking AI-created text available to all developers. For advertisers and publishers – whose lifeblood in many ways depends on consumer trust – the change could prove particularly valuable. Read more here Read full story › Source: The Drum...
Read MoreBy Audrey Kemp At the ANA Masters of Marketing, AT&T’s Kellyn Smith Kenny demonstrated how pairing big data with so-called ‘thick data’ helps brands uncover the emotional drivers behind consumer behavior, offering fresh insights into key audiences. AT&T CMO Kellyn Smith Kenny spoke Wednesday at the 2024 ANA Masters of Marketing conference in Orlando, Florida, where she emphasized the importance of ‘thick data’ in gaining a comprehensive understanding of consumer behavior. “Big data is super healthy, but it doesn’t tell the whole story,” Kenny said. Painting a complete picture of consumer behavior, she argued, requires the combination of big data and ‘thick data’ drawn from Read full story › Source: The Drum...
Read MoreBy Gordon Young At WPP Stream, Advertising Week and ANA, The Drum’s editor-in-chief has been trying to get to the bottom of why the CMO is often the least respected member of the C-suite. At WPP Stream recently, I found myself in a lively discussion with a group that included Center Parcs CMO Andres Neira de Black, Chris Watts from Ogilvy, Romain Mallard from Coca-Cola, Niko Bartzoulanos from Electrolux, Heba Fantani from the government of Ras Al Khaimah and Chris Moody from Landor. It didn’t take long for the room to agree: marketing has a serious image problem – and it’s time we fixed Read full story › Source: The Drum...
Read MoreBy Dan Cullen-Shute What if our increasing obsession with scaleable businesses was getting in the way of making something special? Dan Cullen-Shute explores if unique and ubiquitous can dine at the same table. Scaleability! That’s what we need. Because scaleability drives growth. If what you’re doing is lovely, why not have ten of it across multiple markets or verticals? And naturally, we might as well put AI at the core of our scaleability to factor out messy, unpredictable ‘people.’ If scaleability is great, then AI-driven scaleability is Lawnmower Man great. Lovely is lovely, but what use is lovely if you can’t multiply it endlessly? Scaleability, Read full story › Source: The Drum...
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