By Maria Greaves In-game advertising has opened up a whole new playing field for brands. But marketers have yet to unlock the channel’s full potential. The Drum sat down with Gameloft for brands, owner of the world’s biggest integrated in-game advertising ecosystem, to find out how brands can supercharge gaming success. In-game advertising has never looked so good. Gaming has become a dominant cultural and commercial force – bigger than music and film combined. And, with 3.2 billion global players and here Read full story › Source: The Drum...
Read MoreBy Sam Anderson In the final instalment of a mini-series on adland’s new and growing creative hubs, leaders in the APAC region tell us which cities and regions smart marketers are keeping their eyes on. The Drum’s regular here Read full story › Source: The Drum...
Read MoreBy Amy Houston The work was developed in partnership with ad agency AMV BBDO and was shot by acclaimed photographers Gentl & Hyers. Here, the brand’s global vice president Natasha Curtin, dives into its glittering strategy. Bombay Sapphire has today unveiled ‘Step into the Blue,’ an ode to its distinctive brand assets and gin bottle. Rolling out from today in the UK and Italy, the campaign spans digital out-of-home, video, social media, influencer activations, PR, and a new pan-European media partnership. The visual style feels warm, rich, and transportive and appears to conjure up a slow summer day in Europe, where you’re encouraged to take Read full story › Source: The Drum...
Read MoreBy Amy Houston The work was co-created with rheumatoid arthritis patients who made the clay characters and actively participated in the cinematic process as part of their therapy. The Government of Chile, in partnership with ad agency VML, has unveiled ‘Don’t Stop Motion,’ a powerful and moving animated short film that hopes to raise awareness about arthritis. This unique project puts the creative power directly in the hands of patients living with the disease, utilizing stop-motion animation through clay therapy. Read more here Read full story › Source: The Drum...
Read MoreBy Gordon Young The Possible founder tells The Drum why he’s more interested in turning the red hot event into marketing’s answer to Davos than a CES or Cannes clone. Christian Muche looked like he belonged in Miami. Dressed head-to-toe in a flamingo-pink suit, striding through the Fontainebleau like a man who knows exactly what he’s built, he could’ve passed for the owner of South Beach tequila empire. But Muche isn’t here to sell spirits – he’s here to sell a new vision for marketing events. Read more here Read full story › Source: The Drum...
Read MoreBy Gordon Young Rapp’s Troy Hitch has a unique perspective on the ad industry and the incoming onslaught of AI. He sat down with The Drum’s Gordon Young at Possible to explain. At a show dominated by data stacks and automation tools, Troy Hitch stood out. Not because he was louder, but because he was thinking smaller. Or rather, smaller and smarter. “I’ve had a chip on my shoulder for a long time,” said Hitch, Global chief creative officer of RAPP, when The Drum caught up with him at Possible. “I don’t believe in this stinky, big, high-flying stuff. I like it. I think Read full story › Source: The Drum...
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