In the first of a series of provocations on the future of the advertising industry, the authors of Brandsplaining explain why brands can and must learn about marketing to women from a new wave of female-founded brands.
by Jane Cunningham and Philippa Roberts.
Prince Harry’s publicity tour is in full swing. While very few of us are as high-profile as Harry, there are some key public relations lessons that we can all learn from. Aaron Kwittken, chief executive KWT Global, offers three specific pieces of advice.
The marketing of smartwatches more often than not involves models running while wearing the gadgets, or celebrities showing them off as stylish accessories. As Zepp’s spokesperson tells The Drum, however, the Chinese-born international wearables brand is looking to do things a little bit different.
Unlike search, retail is likely to remain a fragmented marketplace. Brands must therefore ensure they understand the nuances and intricacies of each leading platform.
In 2020, Amazon cemented its place as the third-largest digital media platform, behind only Google and Facebook. Brands have found much success with Amazon Advertising, as what it lacks on time on site, it more than makes up for with efficacy and transparency.
WARC’s Chiara Manco looks at work that stared gender bias in the face by actively challenging it.
“A challenged world is an alert world” is how International Women’s Day introduced its 2021 theme: choose to challenge. This powerful call to action is a reminder that only by actively challenging bias and celebrating women’s achievements can gender parity be achieved.
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The convergence of commerce and storytelling is driving the creation of a new advertising opportunity: shoppable media. A new WARC Guide outlines how marketers can take advantage of the rise of shoppable ad formats.
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.
In the last fortnight, “Pawri hori hai” has taken Indian cyberspace by storm. Curiously enough, it started with a video – created by 19-year-old Pakistani influencer Danabeer Mobeen – that was a hilarious comment on “upper class” accents.
Sightly’s chief revenue officer and general manager Adam Katz, Walton Issacson’s managing director of digital Albert Thompson, and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how Kobe Bryant’s Mamba Mentality legacy and the rapid shift in opinions during the pandemic inspired one marketing and media technology company to develop a new platform looking to transform marketing.
Virtual communication has been the name of the game recently, and B2B marketers are doing more digital outreach than ever before.
However, the heavy reliance on digital channels raises questions: Are we delivering a great customer experience? Are we doing everything we can to effectively execute digital strategies?
