Catégorie : Advertising & Marketing

Brands today have to balance competing needs: more digital content to drive engagement, but also more consistency to drive long-term effectiveness. Marketers today face a dilemma. They’re caught between two apparently conflicting demands: what the evidence says their brands need to thrive versus what platforms such as Meta, Google and TikTok tell them they need.…

friend sent me some photos from a weekend event she attended at a venue near Lisbon. I know the place, it’s very upscale, very wedding-forward.But her pictures told a different story: ✨ Cool vibe. Relaxed. The kind of place you’d want for a company offsite or creative meetup.It made me realize: so many venues unintentionally…

Amazon, Google, and Meta have all the essential ingredients (compute, GenAI tools, and rich data) to automate digital advertising at massive scale, including creative generation. But how should other platforms like Walmart, Netflix, and Uber respond? Each possesses unique datasets though currently lack the comprehensive capabilities to fully leverage GenAI at scale. Capturing share among…

Let’s talk campaigns around meaningful moments. Starting with one that truly sparkled 🍾 Moët & Chandon elevated Mother’s Day on Deliveroo with a touch of luxury, marking a milestone as a pioneering premium brand embracing the power of commerce media on the platform. A week of sponsored products and a weekend takeover, timed perfectly around…

Publicis Groupe  [Euronext Paris FR0000130577, CAC 40] today announces the acquisition of Captiv8, the world’s most advanced end-to-end influencer marketing platform. Captiv8 has a network of 15M creators globally, covering 95% of all influencers with +5000 followers. With its proprietary AI-powered technology, and leading social commerce suite, Captiv8 enables brands to unify, manage and measure their influencer strategies, and leverage creators to drive…

The two biggest homepage mistakes B2B marketers make: 1) writing for the c-suite 2) writing for the end user When we advocate that startups should NOT write for the c-suite on their homepage, we always get asked this question: « So should I write for the end user? They don’t have any buying power! » …and completely…

One of the most fascinating and yet hardly discussed dynamics in marketing today is how incredibly low video watch times are online. Social media based video (across Facebook, Instagram, TikTok, Youtube…) has become the largest communications channel in the world in terms of total watch time and yet, across nearly every major advertiser we speak to,…

It is time to Make Advertising Great Again. For that to happen, we need to face a few hard home truths. Leading industry consultant and new The Drum columnist Tom Goodwin explains. Ask a stranger in the street what their favorite TV ad is, and their face will light up in nostalgic admiration.Ask them their…

A recent Meta interview with Stratechery sparked a heated debate about Meta’s vision for the future of marketing—and the role of agencies in an AI-fueled world. One quote in particular struck a nerve with Adland: “You connect your bank account… and read the results that spit out.” To clarify Meta’s stance, Alex Schultz, CMO and…

You broke me, Cara Pratt <!–> —“Retail Media is Media.” But most of us in retail? We’re not quite there yet.–> I’m often asked: is it ‘retail’ or ‘media’ first? My answer has always been retail first. But as we watch the astronomical rise of Amazon and Walmart—capturing upwards of 85% of the retail media…