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If you really want to play with gamers, your brand better be bringing value

As part of our deep dive into all things gaming, Murdoch Rawson of Ichi Worldwide explains the rules that non-endemic brands need to play by if they really want to reach gamers. Plenty has been written about the rise of gaming. It has permeated popular culture and transcended once-humble industry roots to a point where ‘gamers’ are simply considered the next generation of consumers. So we know it’s the new standard, we know...

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Agencies: time to stop serving comfort food and start solving the wicked problems

Priya Jayaraman, co-founder of Nine Yards communication consultancy and till recently the CEO of Saatchi & Saatchi Propagate, wonders why aren’t agencies of today moving from just creating demand to actually solving wicked problems. So, what’s the brief? And, so begin most of our long-winded, presentation-laden solutions in the advertising business today. Not the problem, but the brief.  Imagine all those start-ups that are...

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Monetization and the influencer marketing landscape: what you need to know

We’re seeing more and more monetization options be made available by social media platforms across the globe. Why? It helps creators earn money, build a meaningful business, and achieve their financial goals. But most importantly, it shows that these social media platforms are appreciating and valuing creators’ efforts. In this article, we’re going to dive into some of the monetization options available, examining the benefits...

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Are hybrid events the key to a sustainable experience economy?

From travel to food and beverages, from venues and energy consumption to bulky signage and stands, from single use plastic to accommodation... all these elements add up to one big carbon footprint for live events, with significant greenhouse gas emissions. A 2019 report found that the UK events industry emits 1.2bn kg of CO2e every year, according to Hope Solutions. As a wasteful industry there’s been an urgent need for the events...

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Blood and guts: why advertising needs to get real now health is center stage

With health and wellbeing remaining front of mind for people around the world, global chief strategy officer at VMLY&Rx, Nichole Davies says it's important that health campaigns do not shy away from the ugly truth. The awards season is over. But does anyone remember last year when a commercial about postnatal recovery was banned from appearing during the Oscars ceremony because broadcasters felt it was a bit too honest?  The...