Opinion

We talk to the top marketers to save you the trouble, here's what they have to say on The Drum's breaking issues of the day.

Circular Economy
Could a circular economy mindset help to revive trust in brands?
thedrum.com - Emma Nichols
There is a decline in the trust of brands and advertising. 89% of millennials trust recommendations from friends and family more than claims by …
WeChat
The Drum presents: How much do you know about WeChat?
thedrum.com - Louisa Loehrig
If you’re doing or planning to do business in China, you or your company probably have WeChat, or at least you will have heard of it. No WeChat, no …
GDPR
How marketers can better safeguard against GDPR fines
thedrum.com - Hanan Belarbi
Since General Data Protection Regulation (GDPR) took effect in Europe last year, creative agencies, brands and data privacy experts have been waiting …
Instagram
Why brands need to listen up when it comes to social music
thedrum.com - Laaiqah Aslam
Festival season is well and truly upon us. At this time of year, brands are often prompted to consider how sound and audio fits into their marketing …
GDPR
Privacy piracy: the programmatic Wild West needs to stop!
thedrum.com - Simon Larcey
The days of the programmatic free-for-all and unregulated digital data collection are coming to an end. If the regulatory winds in Europe are …
Internet Marketing
Tackling bias in search marketing
thedrum.com - Christi Olson
Many people presume that data is data and that bias only enters the equation when you have humans interpreting it. But the reality is a bit more …
WeChat
How much do you know about WeChat?
thedrum.com - Louisa Loehrig
If you’re doing or planning to do business in China, you or your company probably have WeChat, or at least you will have heard of it. No WeChat, no …
Royal Ascot
Ascot and the V&A: Marrying physical and digital through experience
thedrum.com - Nicholas Liddell
The combination of ‘physical’ and ‘digital’ creates a new and heightened reality. The Clearing’s Nick Liddell explores what that means for art, …
Branding
Sedge Beswick: Where influencers should sit within your company's marketing plan
thedrum.com - Sedge Beswick
Before we dive in, I think it’s really important to distinguish between two seemingly interchangeable marketing mediums: social media marketing, and …
Branding
Why editors need to get their shit together and start thinking like marketers
thedrum.com - Richard Beech
Richard Beech is a former editor of Joe and BuzzFeed, now turned marketer. Here he discusses the evolving role of the editor's role in the digital …
Right place, right time: how Newsflare built a business on thrill-seeking footage
thedrum.com - Ian Burrell
Driven by the creativity of sky divers, tornado chasers and opportunist citizen journalists, an idea hatched in a London pub has grown to a business …
Japan
Japan 101: the basics of marketing in the Land of the Rising Sun
thedrum.com - Natalie Meyer
Four years ago, a David and Goliath story in the world of international rugby wowed crowds at the World Cup with underdog performances that shook …
Digital Marketing
The ins and outs of psychology in digital marketing
thedrum.com - Jenny Stanley
Generally, ad campaigns are focused on a mixture of making ads stand out, making ads enjoyable to the target demographic, and improving customers' …
Avoid short term brand fails with meaningful difference
thedrum.com - Saman Mansourpour
Short term focus versus long term brand thinking can make the difference between a successful organisation and a smart organisation. It can also …
WeChat
Why WeChat is a start and not a silver bullet for luxury brands in China
thedrum.com - Chris Donnelly
In 2016, Alibaba founder Jack Ma envisioned the concept of New Retail: the seamless merging of offline, online and logistics for a dynamic new world …
Commuting
What can the art world teach us about experiential marketing?
thedrum.com - Ema O'Donovan
Artists are usually ahead of the rest of society when it comes to understanding the social implications of new technologies, so what lessons does the …
Transparency
Discover media transparency by avoiding self-deception
thedrum.com - Dave Atchison
Most of us want to see the good in people. We want to believe that our employees show up with good intentions, are self-motivated, and without …
The battle for brand purpose: it is not CSR
thedrum.com
Holly Tucker MBE, founder of Not On The High Street recently delivered some ‘sage’ advice for brands at her keynote at MAD/Picnic. The resulting …
Cannes
Debbie Morrison: Why it pays to look outside the office
thedrum.com - Debbie Morrison
The recent passing of the school and university exam season reminds me of a strategy that I’ve always found helpful. Whenever I was stuck under exam …
Driving
Advertising's search for purpose and how it can actually drive change
thedrum.com - Jennifer Risi
Our industry is obsessed with the word “purpose.” There are entire conferences, events and award ceremonies dedicated to it. It's truly the buzziest …
Waterloo
Experiential marketing is dead, long live experiential marketing
thedrum.com - Toby Strangewood
‘Experiential marketing’ has been around in one form or another for years. Wake The Bear’s Toby Strangewood examines whether the discipline is dead, …
Digital Age
Let your story become your customers’ story
thedrum.com - Matthew Stevens
There’s an old advertising saying I think can apply to marketing in general: When reading comms, customers are on the edge of their seats. Not …
Gear VR
Virtual Retail-ity: How VR is evolving the retail experience
thedrum.com - Karl Woolley
Retailers are up against it, as spending shifts online and a physical store becomes increasingly optional. But as head of VR at Framestore Karl …
Branding
Is machine learning more powerful than lateral thinking?
thedrum.com - John Rudaizky
Some years ago, I had the privilege of running a two-day ideation workshop with Dr. Edward de Bono, author of the book Six Thinking Hats and …
Branded Content
Nik Roope: Make work for people - not bots
thedrum.com - Nicholas Roope
As I was notified by my phone to check a text, I found myself choked once again in a mountain of rubbish, dodging random pop-ups and cringe-worthy, …
Fraud
Fraud protection tips for marketers in South East Asia
thedrum.com - Daniel Keegan
By 2022, mobile advertising fraud will cost advertisers $87 billion, rising from $34 billion in 2018. At present, an astounding half of that fraud …
Google Search
Travel marketing: 4 tips for PPC marketing
thedrum.com - Michelle Hill
With Google becoming a one-stop travel planning and booking tool, marketers have to fight harder to get their brands seen by holidaymakers. Paid …
NHL
Why bother to play if you’re not on the same field?
thedrum.com - Emily Dickinson
These are harsh, unpalatable, uncomfortable words, words which people don’t like to use. Yet they are words which many of us would use to classify …
NHL
Why bother to play if you’re not on the same field? How brands can step up to tackle societal issues.
thedrum.com - Emily Dickinson
These are harsh, unpalatable, uncomfortable words, words which people don’t like to use. Yet they are words which many of us would use to classify …