2019 looks set to be the year that brands are more committed to social change than ever before, and two brands committed to that mission are Ben & Jerry's and Levi's. But in order to make an impact and be taken seriously by consumers, any act has to be in line with a brand's wider values and filter through to every aspect of the company. “It's about being a whole collective organisation; that is how we can work on real issues because we have people in the organisation who believe in this stuff,” says Ed Shepherd, Ben & Jerry's head of activism, [...]
Thu, Jan 24, 2019
Source: Marketing Week
revenue measure ads
This year has begun pretty much the way 2018 ended, with a spate of big advertising campaigns that have divided the marketing community. Kaepernick for Nike. Elton John for John Lewis. Not to mention a certain razor commercial/public health broadcast for you know who. Time and again the marketing community is split, apparently down the middle, about the commercial efficacy of the campaign in question. We discuss, we debate and then agree to wait until the sales figures are announced. READ MORE: Mark Ritson: Gillette's new ad will trash its sales and be the year's worst marketing move At face value, using the [...]
Thu, Jan 24, 2019
Source: Marketing Week
Singapore-based telcos will be consolidating their business in the next three years as more mobile virtual network operators (MVNO) enter the market. This is according to financial services company Moody’s, which noted that existing MVNOs like Circles.Life and MyRepublic are already eating into the market share of leader Singtel, as well as driving a price war amongst the others like Starhub and M1. With seven more mobile service providers set to enter Singapore in 2019, including TPG Telecom, the second largest internet service provider and the largest MVNO in Australia, industry revenues will keep on sliding, said Moody’s. TPG Telecom has already offered [...]
Thu, Jan 24, 2019
Source: The Drum
The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands, and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine. The most satisfying part of his job as a senior content strategist is the creative learning process, says Peter Schimke, who works at Mutant Communications, because he loves collaborating with the agency's editors, designers, the social media crew, as well as the PR team. Why is your job important? What’s important to me is the storytelling. Whether we read the [...]
Thu, Jan 24, 2019
Source: The Drum
Japanese instant noodles giant Nissin has pulled an ad of biracial Japanese tennis player Naomi Osaka after it depicted her as a light-skinned cartoon character. Osaka, who is half-Japanese and half-Haitian, rose to fame after defeating 23-time major champion Serena Williams in the US Open in September 2018. The 21-year-old is the first Japanese player to win a Grand Slam singles tournament and is currently ranked fourth in the world, the highest ranked Japanese player in history. The anime-style advertisement by Nissin was drawn by Takeshi Konomi, a manga artist whose series ‘The Prince of Tennis’ is popular in Japan, portrayed Osaka [...]
Thu, Jan 24, 2019
Source: The Drum