Collective’s Adam Cleaver helped Unilever develop a digital innovation that helps creatives make better use of AI to create ads. He reflects on the early results. Unilever is here Read full story › Source: The Drum...
Read MoreBy Amy Houston The new global brand platform comes from ad agency Adam&EveDDB and also features a new logo and package design. In a nod to its two-bar design, Twix celebrates the joy of having it all, as the chocolate bar gives you a good thing twice. The campaign, ‘Two is More Than One,’ evolves the Twix brand from the idea of choice and opposition (left or right ) to one of having it all; after all, it is a cookie and a candy bar, chocolate and caramel, crunchy and chewy. Read more here Read full story › Source: The Drum...
Read MoreBy Amy Houston The confectionery giant’s chief brand officer, Rankin Carroll, reveals how Twix is shifting from division to abundance – and why the project was “course-corrected” five months in, leaving him “terrified but energized.” First introduced in the late 1960s in the UK and later in the US, Twix has been a staple of the Mars confectionary conglomerate. With its distinctive twin-bar design, the chocolate bar has consistently embraced its ‘duo’ appeal, often inviting consumers to ‘pick a side.’ In one of its most famous ads by former agency-of-record BBDO New York, Twix told the story of brothers and founders Seamus and Earl, who Read full story › Source: The Drum...
Read MoreThe world’s eyes will be on the US, Canada, and Mexico next year as they jointly host the World Cup. Ashley Brantman of Jack 39 (part of Jack Morton) explains how to win big with your marketing for the event. The world’s biggest sport will next year take over North America. Whether you call it soccer, football, or fútbol, the game is more than just a sport – it’s a global obsession. With over 240 million registered here Read full story › Source: The Drum...
Read MoreBy Margo Waldrop Meet the Judges of The Drum Awards for Marketing. We celebrate the best in brand-building and creative strategy, and our Judge of the Day series gives you a closer look at the experts behind our industry-leading panels. Eugenia Blackstone, Chief Marketing Officer at Iris Powered by Generali and a judge for The Drum Marketing Awards AMER, specializes in balancing brand building with performance marketing. Her expertise in strategic brand positioning, sales activation, and relationship-driven leadership equips her with valuable insight for this year’s judging panel. With a deep understanding of modern marketing challenges—from proving ROI to navigating evolving consumer expectations—she brings a Read full story › Source: The Drum...
Read MoreBy Margo Waldrop Yum! Brands, the parent company of KFC, Pizza Hut, here Read full story › Source: The Drum...
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