Hannah Bowler

2 months ago | thedrum.com | Hannah Bowler

Global head Ligia Patrocinio, who is responsible for pushing the Heineken-owned beer outside its comfort zone, says: “We started looking at our positioning and the ways Desperados was communicating and it seemed a little bit obsolete. We asked ourselves what we are doing in social, digital, influencers and creators and the answer was nothing.” Want to go deeper?

2 months ago | thedrum.com | Hannah Bowler

Last week, Edelman’s Trust Barometer painted a bleak picture of a world where distrust in institutions is at an all-time high. The agency’s chief executive officer, Richard Edelman, raised alarm bells at the report’s launch, stating: “This is not business as usual. This is a highly aggrieved world and it’s global.”Edelman has long argued that businesses have stepped in where governments and NGOs have faltered.

Jan 24, 2025 | thedrum.com | Hannah Bowler

In 1925, the tire brand first used the blimp for its own PR, flying 95,000 miles through the sky with the Goodyear logo splashed across its body. “Obviously, when something that different is introduced to the public, there’s a lot of amazement for several years,” says Doug Grassian, vice-president of global communications at Goodyear. “People were like, ‘Holy cow, look at that thing,’” Want to go deeper?

Jan 22, 2025 | thedrum.com | Hannah Bowler

“If people are prepared to buy you as vintage, the reason they’re buying is because the brand has stood the test of time and the product still looks great.” While this is great for brand awareness, relying on being vintage or retro can damage the brand in the long term. “If you don’t move forward as well, then some people will just view you as a dormant, sleeping giant brand,” says Mallon, who was previously Paddy Power’s head of brand and Lucky Generals’ head of special ops. Want to go deeper?

Jan 13, 2025 | thedrum.com | Hannah Bowler

The regulator, through its Cap codes, previously said brand advertising would be excluded and only product ads would be banned. After further consultation and legal advice, however, it has decided to overturn the exemption. The legislation is planned to come into force in October 2025 and will be jointly implemented by Ofcom and the ASA. Want to go deeper?