From Johnnie Walker to Jose Cuervo, the world's
biggest distiller Diageo knows what its consumers like and how it wants to
reach them. Chris Copeland, marketing and innovation director Latin America
& Caribbean for Diageo recently spoke at The Festival of Media LatAm in
Miami about how it is successfully targeting the emerging middle class in Latin
America, driving growth in the region and what the brand expects from its media
partners. The ‘Sweet Spot’, he says, is global brands, local insights
and borderless media.
Continue reading "Chris Copeland on Diageo’s ‘Sweet Spot’" »
We love a bit inovation in out of home. And just when you think you've seen it all, the University of Technology and Engineering (UETC) surprised us with a fantastic example of utility marketing using the outdoor medium. With the help of BPN and Clear Channel, families in Peru were given access to potable water through... wait for it... yes, a billboard.
Continue reading "The world's first potable water billboard explained" »
Don’t you just love it when you come across something new and
innovative, then before you know it, brands are falling over each other to try it
out… We do! And that’s why we’re loving the fact that Future Ad Labs – one of
our ‘Top Innovators’ – has just signed up Heinz and Reckitt Benckiser as launch
partners for its PlayCaptcha product.
Continue reading "Heinz and Reckitt Benckiser get playful with Captcha" »
…Well apparently so, according to iStock by Getty Images’
first ever Free the Creative survey
of more than 400 creative professionals in the US and UK. Can you believe that
nearly half of these people believe that creativity is stagnating or declining
in their profession?
If you, like us, find this shocking then just look at the
stats below in the infographic to prove it:
Continue reading "Is creativity losing its mojo?" »
Brands have the power to make better content, so why don’t
As the proliferation of new devices and content explodes
around us, Marshall McLuhan’s most famous words – "the medium is the
message" – were never more accurate.
The websites and mobile apps we use on a daily basis, evolve
(as if by magic) in front of our eyes. So why is it that most of the content
we’re served doesn’t have the same cleverness built-in? It feels like the
people that matter most in the content relationship - the actual users - aren’t
shown the love.
Continue reading "Why don’t brands make better content?" »
Mobile marketing is reaching an evolutionary point that has
not been seen since the launch of SMS and the introduction of smartphone apps.
It begs the question of whether it is just coincidence that some major
innovations and behavioural changes come at a time when the markets are
depressed and businesses need different technology to give them that
competitive edge. This is exactly what the industry is experiencing in spades
at the moment.
Continue reading "Smartphone marketing – the next stage of innovation" »