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Which medium-sized sports agencies come recommended by UK clients?

With the 2022 World Cup under way, we take a look at which Recommended agencies offer specialist sports marketing services. Which medium-sized sports agencies come recommended by clients? / Unsplash The Drum Recommends is a free service designed by The Drum to help marketers find relevant, trusted agencies. Recommendations are based on reviews by the people best placed to judge their expertise – their clients. Every year, The Drum Recommends receives thousands of ratings from advertisers. Marketers complete a survey that scores their agency’s performance and the quality and range of their services, as well as price. In order to become recommended for a service, agencies must receive a minimum of three client ratings. Since the 2022 World Cup kicked off this week in Qatar, it’s a good moment to take a look at the Recommended agencies that have expertise in sports marketing. Below you’ll find each agency, plus its staff headcount and office locations. Would you recomme...

Women’s Aid subverts England’s ‘It’s Coming Home’ with domestic violence message

Ad by House 337 marks International Day for the Elimination of Violence Against Women. Women’s Aid and House 337 have subverted England’s ’It’s Coming Home’ call to highlight increased cases of domestic violence around the World Cup. The chilling minute-long film is a single shot panning across an ordinary English street as people enjoying the game, but it then hits one home with a flag reading ‘He’s coming home.’ Advertisement Women’s Aid developed the campaign in response to the stat that domestic violence cases increase by 38% during the winter months and the fact more men are staying home to watch the games. Christopher Ringsell, who is creative director at House 337, said: “During this time, as the nation comes together, we want to subvert the usual football tropes and shine a light on the chilling fact that for many women it’s a time of fear, not celebration. They need your support too. The visual spectacle of the flag retains its power, but with a new, chilling twist.“...

Walkers talks mental health and sharing in Roman Kemp Christmas ad

According to brand, 52% of the UK public feel additional pressure to be happy and pretend everything is OK at Christmas. Radio presenter Roman Kemp has lent his voice to Walkers’ annual festive campaign, which hopes to encourage people to open up about their mental health. In ‘It Feels Good to Share,’ viewers see a young man called Larry turn up at a gathering where he is greeted by various family members. He’s followed by an emoji near his shoulder that conveys how he is truly feeling inside, even if he doesn’t let it be known on the outside. Advertisement During the final scene, Larry is in the kitchen with his friend who asks him how he’s getting on, to which he replies that he’s “fine“. Thankfully, his friend presses him further and questions him on how he really doing, which is when he begins to open up fully. A previous version of the ad aired digitally in 2021 but has since been re-edited and voiced over by Kemp, who said of the campaign: “Christmas is an amazing time o...

It’s time for brands to reassess how they define ‘safety’ and ‘suitability’

Concerns that challenging content will cast a negative shadow on brands cause many advertisers to take a hyper-conservative approach to brand safety. But fear of tarnishing a brand’s reputation may be unfounded – and may result in a missed opportunity to make a powerful brand statement, writes Ara Kurnit of New York Times Advertising. Brand safety is a topic that has long been hotly debated in the industry. There have been many attempts to decode brand safety to help brands navigate what is ‘safe’ to align with. In 2019, the Global Alliance for Responsible Media (GARM) created a ‘brand safety floor’ and ‘brand suitability framework.’ The organization distinguishes between the concepts of brand safety – which it defines as content not appropriate for any advertising support – and the newly-introduced brand suitability: sensitive content appropriate for advertising supported by enhanced advertiser controls. GARM’s brand suitability framework assesses whether the risk is high, medium ...

WTF are Fast channels (and should advertisers care)?

Worth $4bn in ad revenue in the US, free ad-supported streaming TV channels are only now gaining momentum in the UK. Here’s what you need to know… Free ad-supported streaming TV (Fast) channels are, as the name suggests, free and funded by ads, and they now populate internet-connected TVs in their thousands. To viewers, they’re almost indistinguishable from linear channels of old, but instead of being broadcast, all of their content is streamed. To broadcasters, they’re inexpensive, flexible and easy enough to stock with library content. Why should advertisers care? The US Fast market is several years ahead of the UK and Europe. The first thing to realize is just how vast the landscape is, with more than 1,400 channels across 22 networks. These are served through platforms such as Pluto TV, Xumo, Tubi, Roku, Samsung TV Plus and Amazon’s Freevee (formerly IMDbTV). S&P Global Market Intelligence estimates that US Fast ad revenues are worth $4bn in 2022, with this projected to h...

The Balenciaga blame game: why the buck stops with the brand after controversial campaign

Luxury fashion house has faced severe criticism after its Christmas campaign was found to include several references to child abuse. Can it really deny any blame? Balenciaga came under fire for two, now deleted, photoshoots that appear to have sinister undertones. The first was its Christmas campaign, shot by Gabriele Galimberti, which depicted young children holding the brand’s ‘plush bear bags’ that appear to be wearing S&M-style harnesses. This came alongside its Spring 23 ad, which Newsweek attributes to photographer Chris Maggio , in which a Supreme Court document on child pornography cases can be seen on a table. The backlash has resulted in a social media blame game, with brand and creatives each pointing the finger at each other. Advertisement A Balenciaga statement on Instagram said: “We take this matter very seriously and are taking legal action against the parties responsible for creating the set and including unapproved items for our spring 23 campaign photoshoo...

Ad of the Day: National Lottery follows Christmas TV spot with OOH special build

Billboard in Shepherd’s Bush comes complete with twinkling lights and an enormous lottery ticket. Would you give up a winning lottery ticket for love? / Adam&EveDDB In ‘Christmas Love Story’ , released last week, a young woman and man meet on a train and, after realizing they have a connection, frantically try to exchange phone numbers as she leaves the train. Sadly, the phone number that is written on the back of a lottery ticket gets smudged and viewers are left on the edge of their seats wondering if the pair will meet again. To coincide with the film, a special build out-of-home ad featuring the couple will run at The Pump Station at Westfield Shepherd’s Bush for the next two weeks. Advertisement Standing 2.6m high and 7.6m across, the billboard comes complete with twinkling Christmas lights and an enormous lottery ticket that waves in the wind. Anna McInally, head of marketing communications at The National Lottery, said: “We want to bring our Christmas l...

Trends from The Drum Awards for PR judging room

Members of the jury for The Drum Awards for PR talk us through the trends that emerged from this year’s entries. Ahead of then, we caught up with this year’s judges on the stand-out entries and the trends they saw emerge from the best work. Advertisement Daisy Pack, managing director, Hunter PR I love a clever twist and this year saw some corkers, with brands building news value through lateral thinking. Taking an accepted truth and turning it on its head provided creative manna for strategic comms teams, with highly engaging results that really earned their audiences’ attention. Within this trend, well-planned strategic hoaxes sparked a reaction from the judges this year. It was also inspiring to see established platforms injected with fresh energy and purpose. It’s not easy to land a brand-new territory and give legs to a long-term, well-recognized initiative, even when those reputable programs are brilliant. Hats off to the teams that executed truly rousing work. Linked to...

Ogilvy launches ‘digital human’ and experience studio called Reality

The digital experience lab is the latest investment in virtual influencer tech from agencies. Ogilvy has announced the launch of Reality, a digital experience ‘lab’ dedicated to researching and creating new applications of technologies such as AR, VR and NFT. The studio is to be led by Dickon Laws, Ogilvy’s global head of innovation, and will provide an “innovation translator, pathfinder and risk navigator” service to the network’s clients. Laws estimated that the wider market linked to the studio’s tech expertise would be worth $1.5tn by the end of the decade. Advertisement “Although most brands have experimented with emerging tech, there is still a lot of IDK and WTF attached to AR, VR, AI, ML, NPC, NFT and web3,” said Laws. “When you think that the metaverse and its associated technologies are projected to be worth almost $1.5trn dollars by 2029, that’s either a lot of growth to miss out on or a lot of mis-invested budget for brand leaders to be accountable for through poor ...

US Ad of the Day: Romeo & Juliet avoid family drama with Amazon’s Black Friday sale

The e-commerce giant is looking to eat up a bigger slice of post-Thanksgiving consumer pie today with its notorious Black Friday deals. Amazon this week debuted a couple of playful new Shakespeare-inspired spots to promote its holiday sales. The TV commercials add a medieval spin on the classic trope of awkward and tense family gatherings by bringing the famously feuding Montagues and Capulets into one room for some seasonal festivities. Advertisement “Getting the in-laws together for Christmas can be a teensy bit awkward,” a voiceover actor relays against a flute-forward melody. One man slams his goblet down on the table pointedly while another not-so-subtly sharpens a knife. The tense scene unfolds as Romeo and Juliet eye their guests anxiously. Luckily, the star-crossed lovers had thought ahead: they saved big bucks when they bought a gold-plated karaoke microphone during Amazon’s Black Friday sale. As a result, “tragedy was avoided,” the voiceover artist chimes. The ad cut...

Ad of the Day: Matthew McConaughey promotes sustainable working in Salesforce spot

The software company is doubling down on its sustainability efforts with its #TeamEarth platform. Back in February during the Super Bowl, Salesforce tapped A-list actor Matthew McConaughey to front its commercial that urged people to take care of our own planet before attempting to travel to others. Fast forward to this week and the organization has released ‘New Frontier,’ a 60-second spot that sees the Academy Award-winner double down on the message. In the spot, the actor says: “Hope and trust are in short supply. As businesses, we can blame and shame or we can make a change, we can make work work for our communities. “Maybe, just maybe, have a bit more unity. Let’s have less cancelation and more conversation.” Walking down the street, it’s almost like a chant as the actor claps in time to the rhythm – a possible homage to his role as Mark Hanna in The Wolf of Wall Street. The ad ends with the slogan: “It’s not goodbye word, it’s hello team Earth.” Credits Salesforce Bran...

The risk of website redesign (and a better approach)

Websites can sometimes suffer from style over functionality. Jonny Longden of Journey Further encourages those thinking about a full redesign to carefully reconsider. Many years ago, I worked for an agency that worked on the full redesign of a high-profile retailer’s website. It cost them around £1m in total to design, build and deploy the new website. There was very little research done and the project was driven by user experience (UX) ‘expert’ opinion. Within three weeks of launching the new site, the business had lost nearly £1m in revenue due to a huge drop in conversion rate, and they were forced to revert to the previous version of the site. It ditched the vast majority of the work and simply updated the visual look and feel of the new site. A lot of money was wasted. Anyone who has worked in digital marketing for any length of time can share similar stories. But what is far more common – which you won’t hear about – is big redesign projects where there is very little impac...

How does celebrity political transparency impact public image?

Do celebrities risk crossing a line when engaging with politics? Gary Jenkins debates whether those with a platform are necessarily qualified to use it for political activism. Public support for politicians has always been known to spark quite the storm when it comes to celebrities and influencers, as it could be seen as an attempt to sway voter decisions and impact reputation. In the US, celebrity endorsements have long been weaponized, with the likes of Beyonce endorsing Hilary Clinton in the presidential race, while Trump himself used his celebrity status to launch his political career. In the UK, political parties are now putting greater focus on the sway of celebrities and influencers. However, the decision to declare political leanings can have a major impact on a celebrity brand, and we’ve seen plenty of examples of this over the years. Advertisement Spice Girlgate: Geri Halliwell and Nadine Dorries Following England’s 2022 Euros win over the summer, an image of Halliwe...

The Drum Awards Festival 2022 agenda: here’s how to watch

The five-day festival kicks off on Monday, December 5. Here’s everything you need to know in advance. The Drum Awards Festival will bring together the best in class across the advertising and marketing industries, rewarding all the hard work of the past 12 months. The week-long event will kick off live from our studio in London, filmed in front of a live audience, and will be broadcast around the world. Each event will start off with a pre-show at the bar in The Drum Labs where our reporters will get the celebrations started, chatting with judges and nominees. From there we’ll head to the main show, joining our presenters in the studio as they reveal the best of the best across B2B, social media, social purpose, experiential, out-of-home, PR, agency business and digital. You can purchase tickets to attend the live shows now (or if a show you wish to see is sold out, you can still register to watch live online ). Here’s an overview of the agenda: Monday, December 5 1pm (GMT): ...

The creative trends to consider for your social purpose campaigns in 2023

We dive into the creative trends spotted by the jury for The Drum Awards for Social Purpose. Ahead of then, we caught up with the award’s judges for their thoughts on this year’s entries. Advertisement Fleurie Forbes-Martin, story and growth director, Stronger Stories Whether action came in the form of meaningful investment, creativity, technological innovation or holding space for new voices, the most powerful work kicked fluff to the curb. In its place, agencies and brands came together to invent revolutionary ways to elevate voices, shine a light on inequities and put power back into the hands of people that are owed it. In doing so they have and will continue to inspire a ripple effect that reaches far beyond their original briefs. I felt proud to be part of an industry that is leading by example. Perhaps it’s because we have less tolerance for empty promises than ever before, or perhaps it’s because there’s a fundamental shift happening in the collective psyche. Either w...

England star Declan Rice fronts latest Calm ad spotlighting loneliness

The World Cup footballer helps to challenge stereotypes and shine a spotlight on loneliness in this ad for Campaign Against Living Miserably (Calm). In the UK alone it’s estimated that 3 million people feel lonely at some point in their lives. To help combat this and encourage folk to seek support, Calm has enlisted the help of premier league footballer Declan Rice. In ‘The Invisible Opponent 2,’ viewers see the West Ham star playing a game of football in front of huge crowds while silently battling inner thoughts of unhappiness. In the end, a hand reaches out to help him up as the message ‘You don’t have to be alone to feel alone’ appears on the screen, followed by a rallying cry of ‘Let’s tackle it together.’ Created by AMV BBDO and Seven Stones, the film is a metaphor for the mental health struggles that people face and the sense of isolation that comes from tackling them alone. Advertisement “Everyone suffers at different times in their life, and there are so many people o...

People v platform: does your brand really need to be in the metaverse?

It’s seemingly hard for brands to resist the allure of the metaverse, but is it for everyone? Callum Gill of DRPG unravels the complexity of marketing on the platform. ‘We want to do something in the metaverse’ is a common client request these days. But it’s about as useful as saying ‘we want to do something on the internet.’ The question that must be answered when this is asked is why? With what can only be described as a tech gold rush, the past few years have seen a lurch from marketers and communicators to be on the latest platform, without so much as really understanding why; they’re fueled by buzzwords and FOMO. The reality is that it is a surefire recipe for wasting money and chasing shadows. Advertisement People are more predictable than platforms Why should you focus on people rather than the platform itself? Well, people are more predictable and stable than tech and the wider macro environment. There are those who swear demographics are the ultimate useful tool, but...

‘Red Bull Gives Putin Wings’: War protesters adapt iconic ad at drinks giant’s HQ

Outside Red Bull’s Salzburg headquarters, protesters have unveiled a 20x20m banner calling out the brand for operating in Russia – one of the biggest brands still doing so. Russia invasion protesters drive ‘Red Bull Gives Putin Wings’ message at the Austria HQ The stunt, enacted by the Ukraine Solidarity Project, accused Red Bull of giving Putin wings – a play on the famous brand catchphrase – by continuing to operate in the nation. On the company website, Red Bull said it “suspended all marketing activities and new investments in Russia in early March and complies with all EU and US sanctions.” However, such action has left the drink on the shelves in the nation while the likes of Pepsi and Coca-Cola have pulled out. Advertisement Campaigners came to the Red Bull headquarters in Salzburg, Austria and accused security of being more “concerned about us stepping on their grass than they did about the war in Ukraine.” It comes after Nobel Peace Prize-winning Oleksand...

Design Classics: the versatile, understated essence of Margaret Howell

For this installment of his series on cult design classics, Andy Myring of The Maverick Group pays homage to Margaret Howell’s minimalist style, which celebrates practicality and timelessness. Over the last 50 years, Margaret Howell has quietly carved out a place in the British fashion pantheon with her unfussy, functional style. Utilitarian but tasteful, her clothes have become classics, and often come in subdued, natural tones. Howell’s minimalist fashions have won her fans worldwide, particularly among creative people. Chefs, actors, film directors, designers, architects – they’ve all been seen sporting a Howell original. What sets Howell apart is that her clothes are clothes, never fads or trends. They support a broader philosophy that values quality fabrics and well-honed techniques, rejecting ostentation in favor of genuine usefulness. Advertisement Inclusive design A Howell garment is built not just for everyday use, but for everyone. With an egalitarian edge, she desig...