By Jennifer Faull Unilever is back in the DTC-buying business as it nears a takeover of sustainable deodorant brand Wild. Its last attempt at integrating a disruptor business didn’t end so well – will it work this time? Unilever “neutered [our] vibe … we just didn’t fit in a vanilla corporate entity”. That was Dollar Shave Club CEO Larry E Bodner’s here Read full story › Source: The Drum...
Read MoreBy Suzanna Chaplin As a working mum and founder of Esbconnect, Suzanna Chaplin reflects on how sky-high childcare costs are keeping (or dragging) women out of the workforce. She adds that small businesses like hers will struggle to pick up the slack, as much as she wants to. Two days. That’s how long I had off work after having my second child. Not because I wanted to rush back but because running a business and taking maternity leave just wasn’t an option. And now, four months in with two young children in nursery, my childcare bill stands at £51,000 a year – Read full story › Source: The Drum...
Read MoreBy Tim Healey The brand builder and, until last month, international MD at the drinks business marketers love to hate tells Tim Healey why being outrageous can make for serious business. You’ve worked in a variety of roles and businesses, notably Red Bull, Coca-Cola, Ella’s Kitchen, Califia Farms, CEO at Karma Drinks and, for two and a half years until this January, managing director international at Liquid Death. Now you have a number of advisory roles. Please walk us through your career. I’ve worked in food and beverage for just shy of 20 years, so I guess I would be classified as a ‘veteran.’ I Read full story › Source: The Drum...
Read MoreThose were the days. Tap into the past in the right way, says Ben Fathers at Together, and you’ll land yourself brand gold. When it comes to branding, nostalgia sells. A carefully crafted comfort blanket of belonging, it’s a tactic that’s all about shared experience, familiarity, and the power to make people feel good. And let’s face it, who doesn’t need that right now? So, what makes nostalgia the magic ingredient – and what can it do for your clients’ brands? Read more here Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Elmo teams up with the Swiss footwear brand to champion self-compassion in running. “Elmo loves you!” And now, he wants you to love yourself, too. That’s the heart of ‘Soft Wins,’ On’s latest campaign, which challenges the ‘push harder’ mentality of running and celebrates the power of self-compassion. Read more here Read full story › Source: The Drum...
Read MoreBy Julie Seal Julie Seal believes there are two types of creative directors in this industry: those that build and those that break. Be a builder argues Julie. I was plucked out of the agency’s local pub to be the copywriting half of a team; this was a total punt by the CD. I barely have any recollection of any creative direction happening, but I’m sure it did. I would have been defensive (oh, ADHD, you are my gift and downfall), eager to learn, and keen to get it right and do better. Later creative directors varied between cold and blunt, preferring steely judgment to Read full story › Source: The Drum...
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