Wow Filipino

Posts

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): ...