Adapt Worldwide News Today

Vizeum and Carat alumni Jon Greenhaigh will lead Open Partner's new Bristol office.

Marketing, some would say, is in a transitional period characterized by change and uncertainty. Luckily, the industry has trained a whole discipline of people to navigate uncertainty, grapple with the unexpected and prepare for the future: strategists. At a recent roundtable event with strategy experts from The Drum Network, we couldn’t help but ask: what’s the one change on the horizon that marketers should be planning around?

Over the last couple of years, agency leaders have been telling us about a shift in their relationship with clients: deeper collaboration across strategic briefs, giving them access far beyond the chief marketing officer to teams such as tech and operations. At a recent roundtable with leaders from The Drum Network, we asked the assembled experts: what’s most exciting about this brave new world of collaboration, cross-disciplinarity and organizational change?

We recently sat down with seven leading business-to-business marketers (B2B) to talk about where the industry’s heading and whether the distinction between B2B and business-to-consumer (B2C) is collapsing. With B2B and B2B arguably converging, some commentators are heralding a new synthesis: human-to-human marketing. We couldn’t help taking the opportunity for a bit of buzzword-busting: do our experts see something new there, or just a trendy new phrase?

Business-to-business (B2B) pros market to businesses; their business-to-consumer (B2C) counterparts market to customers. It’s a distinction that feels as old as the industry and sounds almost tautologically true. But is it? We sat down with seven B2B experts from The Drum Network to find out just how much of a gap really remains between the two disciplines.

The Drum Network Adapt Worldwide Bath-based digital media buying agency SearchStar, and London-based multilingual digital marketing agency Adapt Worldwide, have announced that they will now operate as one company, retaining the Adapt name while launching a new-look brand and proposition for 2021. Both agencies had previously been acquired by international localisation company, Welocalize, with SearchStar the most recent acquisition in 2018. Together, SearchStar and Adapt become a global digital...