Think of the last purchase you made. Did you just go buy something on a whim, or did someone, somewhere influence it?
Consumers are driven by emotion, and understanding how emotion plays into their affinities and decision making is essential for companies that want to peer into their customers' hearts — and motivations.
Brand intimacy agency MBLM released its inaugural Brand-Intimate Famous Figures (BFF) study to better understand the impact that entertainers, athletes, politicians, a
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Obama, Trump and Rihanna: who your customers are aligning with and what that can tell you
-
Johnston Press files for administration
Embattled publisher Johnston Press has announced plans to file for administration after failing to find a buyer.
The company, which publishes The i newspaper, The Scotsman and The Yorkshire Post, launched a formal sales process in order to refinance its £220m of debt in October. However, it announced in a statement today (16 November) that none of the offers it has received “deliver sufficient value", despite “considerable interest” from the market.
It has -
‘I guess you heard about the parking situation’ – Amazon’s guide to Long Island City
Concept Farm, an ad agency that made the move from Manhattan to Long Island City in Queens earlier this year, offers its local tips to its soon-to-be neighbor, Amazon.
“Howdy” from Concept Farm, to our new Amazon neighbors. Gosh darn it, you guys sure know how to make an entrance.
The streets of Long Island City are buzzing from Hunters Point to Dutch Kills to Blissville. (Don’t worry, guys, that’ll all make sense soon enough.)
We’ve heard everything from -
We launched agile marketing at Deloitte; here's what we learned
No wonder agile marketing has grabbed the attention of marketing leaders. In a world of always-on content and almost instantaneous feedback, it can seem like the Holy Grail. Get content to market faster? Check. Optimize campaigns based on real-time feedback? Check. Harness the power of collaboration to make better decisions? Check.
But does agile marketing work for every organization? Will it work for yours? The level of collaboration, speed, and flexibility it requires can seem inti -
Once blacklisted from Chicago’s ad scene, a creative pens a note of thanks to her liberator
In 2016, Lisa Leone, a freelance creative director, published a timeline of her experiences with sexism and harassment in advertising. The response in her city of Chicago was frosty at best and disgusted at worst, and she soon found herself excluded from the ad community she had once lived and worked in.
Her redemption came in the form of Have Her Back, the scheme set up by Golin’s chief creative officer, Caroline Dettman, to support women re-entering the industry. At this year’s 3% -
Home Bargains to remain closed on Boxing Day as 'thank you' to staff
The discount chain will be shut on one of the busiest shopping days of the year as a “thank you” to its 23,000 employees… -
Quorn opens 'world's biggest' meat alternative factory
The factory was part of a £150m investment as the company predicted it will be worth $1bn by 2027 -
Best ads in 50 years: Sony was a genuine piece of everyday magic
As part of Campaign's 50th anniversary, we asked the industry to look back on the best ads of the past 50 years. We are revealing one a day for your viewing pleasure... -
McDonald's revisits #ReindeerReady for Christmas ad
Fast-food restaurant chain expands on last year's "Reindeer ready" campaign with a new spot featuring hungry reindeers. -
Global completes acquisition of Exterion Media
Global has formally completed its deal to buy out-of-home company. -
West Midlands Trains appoints Impero to create branding for two new rail brands
West Midlands Trains has appointed Impero, to create branding, positioning, and communications for their two new UK rail brands – West Midlands Railway and London Northwestern Railway following a competitive pitch.
Impero is tasked with updating the branding and visual identity for both brands. The agency will create branding and visual guidelines, brand positioning and communications strategies to support the £1 billion investment programme.
West Midlands Trains operates under two d -
Best ads in 50 years: Dove truly challenged beauty advertising
As part of Campaign's 50th anniversary, we asked the industry to look back on the best ads of the past 50 years. We are revealing one a day for your viewing pleasure... -
Innovation: a matter of life and death
Toys’R’Us, Carillion, BHS. All recently ended up in the obituaries column. It’s easy to ask who’s next.
But should we think of companies as finite, as mortal? As organisms that grow, peak, decline and ultimately die?
I don’t think so. For every Blockbuster there is a Netflix. A company reborn and revived through innovation.
Every business that dies is sad testimony to a management that couldn’t see the future, couldn’t imagine a different world, co -
The Cotswold Company commissions AB to create brand film series
Furniture manufacturer The Cotswold Company has commissioned AB to create a series of ads for Sky Adsmart.
The company, which recently rebranded its visual identity, wanted to move away from price points and Direct Response TV with the ads, instead requesting a series of brand films in the style of low-key realism. The photography was briefed as ‘rich with character but in soft, muted colours’ to create a feeling of warmth and confidence in the brand.
The films centre around small st -
Bidfood unveils environmentally-friendly vegan cleaning range
Pro Green selection is made from plant-based raw materials including root vegetables -
Tiffany & Co unveils first scented Christmas tree in London
The scent is of Tiffany's signature eau de parfum. -
'Instagrammable grocer' La Famiglia Rana opens in London
La Famiglia Rana has partnered with FoodCycle to ensure socially isolated people in the community have access to fresh pasta -
The Ethical Butcher seeks £350k to launch direct-to-consumer arm
The meat wholesaler has launched a Crowdcube campaign to fund the new service for carbon negative meat -
Mulberry stages in-store lights-themed experience
The luxury fashion brand's activation includes prize giveaways. -
Digital transformation: whose job is it anyway?
It’s a question that often comes up. ‘Yes, we all understand that digital transformation is important, but if there’s not clear and visible leadership from the top, then where is it going to come from?’
The answers vary. And often this depends on your own company culture. Traditionally, you’d say it’s down to the chief executive officer. But sometimes they’re too bound by the short term to deliver on the long view. Some organisations have opted for a C-s -
Duracell puts global creative account up for review
via campaignlive.comThe scope includes all international markets outside of North America. -
Morrisons launches range of meals and fruit packs for kids
The retailer launched nine new products this week, to add to some that have been on shelves since October -
Central England Co-op calls for Christmas food bank 'treats'
The society is hoping to collect more than 70,000 items from 26 November to 24 December -
Blis hires MediaCom's Ben Phillips for strategy role
Phillips joins senior leadership team of tech company. -
RBS runs penguin enclosure PR stunt to publicise credit card freezing service
The Royal Bank of Scotland has installed frozen credit card sculptures in the penguin enclosure at Edinburgh Zoo to highlight that customers can now freeze unused cards.
On Friday 16 November, the localised PR stunt saw the zoo’s penguins treated to numerous ice card sculptures within their enclosure to inform guests about the bank's new mobile app features.
The PR stunt highlights that customers no longer need to cancel credit cards and can instead put a temporary freeze on them via the m -
The Biz Dev 100: Lorna Dixon, global growth platform director, Dentsu Aegis Network
Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Lorna Dixon, one of those at the top of their field who work in the UK biz dev sector.
Name: Lorna Dixon
Job Title: global growth platform director
Agency: Dentsu Aegis Network
What were your highlights of last year?I led the design, -
The Biz Dev 100: Anna Stone, new business & marketing manager, Ogilvy
Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Anna Stone, one of those at the top of their field who work in the UK biz dev sector.
Name: Anna Stone
Job Title: new business & marketing manager
Agency: Ogilvy
What were your highlights of last year?Being part of the teams -
Rapp UK creates launch imagery for Parker Pens’ new London-inspired Jotter XL
Rapp UK has created a suite of hero imagery for the launch of Parker Pens’ Jotter XL range. The concept, ‘View from The Bench’, celebrates the inspiration behind the range; the best vistas of London.
Comprised of a series of luxury, flat-lay images featuring views of famous London vistas, the shots display the pens alongside sketchbooks, notes, Polaroid photos of the views and other creative accessories someone might bring with them on a day out. The campaign will run on P -
Liverpool development The Lexington launches with virtual reality ground breaking ceremony
Moda, a developer and operator of next-generation neighbourhoods to rent, has created the world’s first virtual reality ‘ground breaking’ event to launch The Lexington, a new 34-storey skyscraper on Liverpool’s iconic waterfront.
Moda commissioned Intermarketing Agency to create an impactful experience that would announce the new residential building globally. The event, on 5 November 2018, took place simultaneously in Liverpool and in Bejing, where BCEGI, the project&rsq -
Media Bounty uses love of food and family to promote Heinz Yellow Mustard
Today The Drum Recommends: Commended is highlighting Media Bounty who united NFL fans' and Asda shoppers' love of food and family to promote Heniz Yellow Mustard.
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies each week to guide and inspire you in your journey to select a new agency relationship.
Earlier this year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in l -
Ex-CEO of Cadbury Schweppes joins The Cotswolds Distillery
Sir Dominic Cadbury lives close to the distillery and is ‘delighted’ to be appointed -
Shortlist shutters print magazine as parent firm rebrands to The Stylist Group
UK men's weekly Shortlist is poised to shutter its print operation to coincide with its publisher changing its name from Shortlist Media to The Stylist Group – putting Shortlist's sister women's title front and centre.
Shortlist is the UK's most-widely read men's title according to the most recent ABC figures. As recently as August the free title had a monthly distribution of 502,667.
However, the magazine will now go online-only, with a focus on generating revenue thr -
Five Pound World CEO and senior team leave in group exodus
The departures are understood to leave only store staff and the owning family at the new variety retailer -
British Heart Foundation targets Amazon Echo owners for fundraising drive
Charity is using Dax, Global's digital audio advertising platform, to target Echo users. -
Levi's creates Liverpool music space with rapper Loyle Carner to support young artists
Six-month initiative will teach young talent about the music industry. -
Could Iceland’s ‘banned’ Christmas ad have made it to TV screens?
Iceland’s ad is a rebranded Greenpeace animation featuring a baby orangutan who tells little a girl that his home has been destroyed by deforestation caused by palm oil production. -
Lexus reveals ad ‘created by AI’. Is it a gimmick? No. Will it win any awards? Probably not
Lexus has revealed an ad that has been entirely scripted by artificial intelligence (AI); a perplexing story of a self-aware car involved in a televised crash test.
It’s not the first time a brand has claimed to have harnessed AI to create an advert (see Mondelez and McCann for a showcase of some machine-made work) and, arguably, most of what’s gone before has erred on the side of gimmick. However, the brand’s general manager for Europe, Michael Tripp, told The Drum that -
The Biz Dev 100: Dan May, new business manager, Oliver
Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Dan May, one of those at the top of their field who work in the UK biz dev sector.
Name: Dan May
Job Title: new business manager
Agency: Oliver
What were your highlights of last year?
Joining Oliver. I'd been working outside agency-land prior t -
Industry leaders warn of Brexit chaos as May's deal flounders
FDF said the majority of food and drink business welcomed Theresa May’s proposals -
Shoppers saving a third less on supermarket wine promotions
Shoppers stocking up on wine deals before Christmas will save just 20.4% on average compared with 28.4% last year -
Why The Evening Standard is betting on luxury lifestyle to crack America
The Evening Standard, the 191-year-old tabloid known to most as London's daily evening freesheet, has been inching towards international expansion for a while. It dropped the biggest hint that plans were afoot when its editor announced he would be eradicating ‘London’ from the paper’s masthead as part of his plans to "turn up the volume” of the title.
“We are going to the name that the readers understand, and I think it also speaks for the ambition of the paper, whi -
Tesco teams up with WWF to make shopping more sustainable
Measures will encourage consumers to slash meat consumption through offering greater choice -
The Biz Dev 100: Simon Cole, director of business development, Equator
Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Simon Cole, one of those at the top of their field who work in the UK biz dev sector.
Name: Simon Cole
Job Title: director of business development
Agency: Equator
What were your highlights of last year?
It was a major year for me in 2017 a -
Publicis Media UK plans flexible working culture
Agency's introduction of more flexible working culture coincides with move to Television Centre. -
The rise of the micro-resolution: New Year fitness and wellbeing marketing trends
In the midst of pre-Christmas intensity it is easy to forget that January is also just a few short weeks away; bringing with it the opportunity for health and wellness brands to take centre stage.
Far from having to scramble to get a “New Year, New You” message out for January 1 though, our research has shown that, while there is a significant wellness drive from consumers immediately following the gluttony of Christmas, in actual fact the majority of people resolve to improve -
A little bit funny: the best parodies of John Lewis' Elton John ad
You can tell everybody... that all the best John Lewis Christmas parodies (so far) are here. Hope you don't mind. -
The inherent disparity between TV and influencer marketing regulation needs to be fixed
Recently, the ASA put out guidelines which, in their words “help social influencers stick to the rules by making clear when their posts are ads.”
While I welcome anything that will help drive transparency in the market, I think there is a massive double standard at play when you compare theose to the product placement rules.
Influencer marketing gets unfairly singled out because it’s a new media, which isn’t helped by the fact the mainstream media seem to blow every littl -
Wrights Food Group rolls out home delivery service
A range including breakfast baps, pies and pasties can be ordered on the app for delivery by Wrights’ own vehicle fleet -
ShortList shuts in print as publisher rebrands as The Stylist Group
The top UK men's weekly magazine by circulation is closing. -
Pictures: Marketers as you've never seen them before
Oystercatchers has partnered celebrated photographer Rankin to create the Marketing Influencers exhibition to raise the profile of creativity in the industry.
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