Articles
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5 days ago |
thedrum.com | Sam Anderson
If the marketing era we’re in now is ‘rapid AI adoption,’ the age within that era we find ourselves in right now is probably ‘personalization at scale,’ a golden goose that the industry feels is suddenly within grasp. And it’s a golden goose that everybody’s chasing: software giants such as Adobe, advertising giants including WPP and Publicis, plus pretty much everybody else.
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1 week ago |
thedrum.com | Sam Anderson
Attempt a casual look at the macro picture of marketing investment and you’d be forgiven for not being sure whether to be optimistic or pessimistic. On the one hand, forecasters predict that marketing revenues will continue to increase this year, at a rate faster than GDP in most major economies.
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1 week ago |
thedrum.com | Sam Anderson
Consulting giant McKinsey has kicked off its agenda for the 2025 Cannes Lions festival with the launch of a report scrutinizing the relationship between chief marketing officers (CMOs) and chief executive officers (CEOs). Marketing leaders have long worried that their departments are all too easily side-lined from the board room and left out of key strategic decisions. The research finds warning signs that that dynamic is worsening.
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2 weeks ago |
thedrum.com | Sam Anderson
It was a conference with its own loyalty program: delegates could earn stickers, which they could exchange for goods in an on-site shop. The Drum was on the ground to bring you a digest. 1. Promotions are no longer a ‘necessary evil’Having previously founded delivery app Lieferando (the parent company to Just Eat), Talon.One founder and chief executive Christoph Gerber knows a thing or two about building connections with customers online.
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2 weeks ago |
thedrum.com | Sam Anderson
But will all those hopes prove too weighty? In that tough market, can retail media really be a savior for ailing shops and embattled brands? We asked leading marketers for their hottest takes. Want to go deeper? Ask The Drum Angus Frazer, co-founder, Sonder: “The projected growth of retail media is an unattainable mirage unless practitioners rethink what constitutes an attractive media network.
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