By Hannah Bowler The year ahead is set to be another tough one for marketers being asked to do more with less cash. Marketers are unlikely to see much budget growth in 2025, according to industry analysts, as businesses continue to operate within a sluggish economy. The marketing industry is in an “era of less,” says Ewan Mcintyre, chief of research and vice-president at the analyst firm Gartner, with budgets still significantly lower post-covid than pre-covid. “Chief financial officers have gotten used to a situation where budgets are lower and we’ve gotten used to it, so why can’t we just continue?” According to Read full story › Source: The Drum...
Read MoreBy Marc Lewis The copywriting legend passed away from lymphoma on December 8 at the age of 87. Here, School of Communication Arts 2.0 dean Marc Lewis looks back on the life and work of his friend Brignull who leaves a legacy as a “towering figure in UK advertising.” Running the School is a privilege that has given me countless reasons to be grateful, and becoming football friends with Tony Brignull is right up there. They say you shouldn’t meet your heroes, but I think that’s nonsense. I believe in learning from them – and helping my students do the same. Read more here Read full story › Source: The Drum...
Read MoreBy Tom Banks The design legend dips into the musings, ramblings and principles that have defined his career. Brian Collins, the chief creative officer and co-founder of transformation consultancy Collins, has had a long career in design and, before that, advertising, which led him to share pearls of wisdom, which he distilled into a here Read full story › Source: The Drum...
Read MoreSocial media can still drive real growth in gaming – if – brands prioritize attracting new viewers explains Superdigital’s Liv Burke. When asked to think of a gamer, many still picture a white millennial man, shouting at his TV, fueled by energy drinks and chips. It’s an unfortunate gaming stereotype that’s been ingrained in pop culture for decades now. But here’s the reality: nearly half of all gamers in the US are women. The gaming community is becoming increasingly diverse, with a growing number of gamers from communities of color and a vibrant, outspoken presence of LGBTQ+ players. What’s more, the Read full story › Source: The Drum...
Read MoreBy Jenni Baker Fans of The Bear on Disney+ will be familiar with head chef Carmy’s non-negotiables for his team to help grow their business and achieve greatness. The same can be applied to marketing strategies to future proof your measurement and to build resilience to any disruption, says Google’s Tom Kelleher. For today’s marketing leaders, achieving success is a constant balancing act. Between changing regulatory requirements, evolving tech, and a relentless focus on ROI, marketers face a crucial task: laying down a robust foundation to keep strategies effective amid rapid transformation. At the core of this journey are four essential ‘non-negotiables’ that Read full story › Source: The Drum...
Read MoreLameya Chaudury has been heading social impact at Lucky Generals for a year now. She came from outside the industry and has a unique perspective on the troubles it needs to avail itself of. When I joined Lucky Generals, I was fired up to see if advertising could truly use its influence for social impact. I knew the power was there—to reach millions, to shift culture—but I wanted to see if it could go beyond clever taglines and deliver something meaningful. My career’s been a right smorgosboard: human rights, law, cultural relations and soft power for governments, mobilizing national behavior change, and Read full story › Source: The Drum...
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