By Audrey Kemp Target’s new holiday ads introduce consumers to a mysteriously handsome team member from the North Pole who brings a dash of charm and whimsy to the busiest shopping season of the year. Target’s holiday campaign kicks off on November 17, decking the halls with a festive twist that’s bound to turn heads. Introducing ‘Kris from Target,’ a fictional team member who embodies holiday cheer with a touch of mystery—and, as it turns out, a surprising resemblance to Santa himself. Kris brings charisma to a series of lighthearted ads, reminding viewers that the holiday shopping rush doesn’t have to be all stress and Read full story › Source: The Drum...
Read MoreBy The Drum Winning Gold at The Drum Awards for Agency Business in the Response To Change or Business Transformation category is Hopeful Monsters. Here’s how, in its own words, it put culture at the very center of its business. “Starting an agency is hard. Changing one from a broken traditional PR-led model is harder still, because there is something to lose.” – so said Carl Ratcliff, an ex-network agency chief executive. In 2022 and 2023, the Australian advertising industry was changing rapidly. Creative agencies were building out credible earned offerings. Networks were collaborating more effectively. Budgets were pouring into performance media and away from Read full story › Source: The Drum...
Read MoreBy Mark Challinor Digital media consultant Mark Challinor continues the News Horizons series by talking to the people shaping tomorrow’s media. Today, he sits down with Tasmia Ismail, the general manager of Media 24 in South Africa. Media24 is South Africa’s leading media company with interests in digital media and services, newspapers, magazines, ecommerce, book publishing, print and distribution. It is part of Naspers, a multinational group of media and ecommerce platforms. Tasmia Ismail, general manager, Media 24, South Africa. With almost a quarter-century at Media24, Tasmia Ismail stands at the forefront of the media industry’s digital transformation. Her extensive education includes an MBA, Sales Read full story › Source: The Drum...
Read MoreBy Jenny Bust Celebrity endorsements are nothing new, nor are famous faces backing good causes. But, says Jenny Bust of Revolt, there’s a right way for brands to ensure these partnerships are successful. A few weeks ago, Pharrell Williams’ Humanrace skincare brand announced it was teaming up with Evian as part of the singer’s focus on well-being and “what keeps us connected, mindful, and moving.” Around the same time, Massive Attack returned to their hometown of Bristol for their Act 1.5 show – a reference to the 2015 UN climate treaty, which saw 195 countries agree to limit global warming to 1.5C above pre-industrial Read full story › Source: The Drum...
Read MoreBy Amy Houston The Drum joined the retailer and its agency Saatchi & Saatchi for an exclusive private screening to hear about the pressure and privilege of making Christmas’s most anticipated ad. In September, John Lewis revived its iconic 100-year-old tagline, ‘Never Knowingly Undersold,’ and promised to launch its “biggest marketing campaign” ever. In a first for the 160-year-old British heritage brand, it chose to captivate customers with a three-part festive trilogy. The first installment, ‘ here Read full story › Source: The Drum...
Read MoreBy Amy Houston The Drum visited the Edinburgh set with ad agency Calling to witness the filming of the French Wellington boot brand’s Christmas ad and learn why they chose a poem from the 1800s to give it a modern twist. How do you make a 100-year-old French Wellington boot brand relevant to a modern audience? That was the challenge facing London agency Calling when approached by Le Chameau earlier this year. Fortunately, Calling has plenty of experience in transforming heritage brands, having successfully revitalized names like Interflora and PG Tips. Le Chameau, meaning “The Camel” in English, was originally designed as a boot for Read full story › Source: The Drum...
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