By Paulina Piekarska-Léveillée Wellness and sustainability measures at events are nothing new – but marketers are working to make them more robust, says Paulina Piekarska-Léveillée of agency Mas. It’s time to roll up the yoga mats and donate those scented diffusers. As experiential programs charge into 2024, event producers can design programs that prioritize attendees’ well-being and sustainability while having a lasting impact on the local community. Going beyond the basic stretch and snack, events can craft wellness experiences that nourish bodies, connect communities, and leave a positive footprint on the planet. 1. Sharper sessions and shorter screen time Gone are Read full story › Source: The Drum...
Read MoreBy Amy Houston You’ll have a tough time not whistling along to this short. It’s an upbeat, memorable and fresh approach for Confused.com, landing it as our top ad today. Confused.com has revealed its new brand position ‘Just used Confused.com’ that utilizes catchy whistling to grab attention. Cleverly, the jingle is a bona fide earworm, making this new approach memorable as well as fun. It’s the debut campaign from ad agency Leo Burnett, which has infused the brand with a healthy dose of humor and originality. From the father of a bride giving a wedding speech to a referee who can’t be flustered and hundreds Read full story › Source: The Drum...
Read MoreBy Hannah Bowler The consumer health company behind brands like Buscopan, Allevia and Dulcolax won its first-ever Cannes Lion last year. For The Drum’s Health and Pharma Focus, we look at the seven-point plan that brought creativity into the organization. Health marketing isn’t exactly known for its creativity; it’s not the cool sector everyone is desperate to make ads for. But Alberto Hernandez, chief growth officer at Sanofi Consumer Healthcare, wanted to challenge that notion and make health advertising a bit sexier. “As a previously boring self-care company, we were not a destination for creatives who wanted to explore crazy ideas: they prefer to Read full story › Source: The Drum...
Read MoreBy Tom Gillan Amid all the talk of cookie deprecation, we can’t forget that many digital marketing strategies still rely on getting users to opt-in to data sharing, says Space & Time’s Tom Gillan. In healthcare, that’s not easy. You can lead a horse to water, but you cannot make it accept cookies. In healthcare professional (HCP) marketing, as elsewhere, achieving high cookie acceptance rates is a common goal. But it’s not easy, amid concerns over privacy, regulatory compliance, and limited time and attention spans. on medicine, marketing, and media at The Drum’s health and pharma focus These challenges underscore the importance of navigating the delicate Read full story › Source: The Drum...
Read MoreBy The Drum Our quickfire analysis of the brand, marketing and media stories that might just crop up in your meetings and conversations today. Peloton loses CEO as sales tumble Home fitness brand Peloton has lost its CEO Barry McCarthy and is slashing 15% of its workforce to tackle a post-pandemic slump in demand for its connected fitness equipment. Sales at Peloton had boomed during the pandemic as gyms closed and people tried to stay fit from home. However, despite aggressive marketing and advertising sales collapsed as the world reopened and McCarthy attempted to revamp Peloton as a subscription business. Peloton has not made a net Read full story › Source: The Drum...
Read MoreBy Jamie Bailey Ever shared an article on social media after reading only its headline? Jamie Bailey of Ledger Bennett explains that slowing down can be key to making meaningful content “Polar bears face starvation threat as ice melts.” What’s the point of a headline? To give the newspaper reader a clear picture of an event. That’s a good newspaper headline because the message has been shared concisely and clearly. You don’t really need to know anything else. You can infer that the melting ice results in a lack of food for polar bears. It doesn’t take much work. But there’s a big difference between Read full story › Source: The Drum...
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