Page 46 - Rand Purpose News Today

Bumble recently won over daters with a series of ads featuring ‘honest DMs’. The Drum catches up with Alex Holder, who worked as creative director on the print spots, to find out more about how the campaign came together.

Smart marketers are leaning into the power of TikTok to drive tangible, measurable impact for brands. But did you know that bringing creators into the fold can drive a +93% higher engagement rate? We delve into the latest stats to quantify the importance of creative and creators on TikTok and look at how it is driving bigger, better results for brands.

Applebee’s is in hot water after an internal email from a company higher-up urging franchise owners to take advantage of rising inflation by hiring at lower rates was leaked earlier this week. PR and crisis management experts say it’s not too late for the company to make good.

Things are moving fast in the metaverse, and in the wider world of Web3 as a whole. Depending on who you ask, this futuristic, blockchain-based space is either the next big thing for marketing — and for almost everything else — or an overhyped fad. Here’s what you need to know from this past week:

Snap’s deaf and hard-of-hearing internal employee group has partnered with SignAll, a group of developers and designers, to create immersive, AR fingerspelling filters meant to “scale empathy” and better connect deaf and hearing users. And in honor of two motion pictures with predominantly deaf casts that are for major awards, the social platform is bringing its efforts to the Oscars.

Gen Z consumers are more likely to ‘see through’ or dismiss brands who have big claims and emotional advertising around their purpose, says the author

As part of The Drum Show’s ongoing look at the information war in and around Ukraine, this week we discuss how creativity can be both weaponized and a force for good in times of conflict.

As the beverage category grows increasingly crowded, industry mainstay PepsiCo Beverages is investing in hybrid models of marketing and communications and eyeing the promise of web3. Lou Arbetter, the vice-president of content and production at PepsiCo Beverages North America, explains what success looks from his vantage point.

American meat production company Oscar Mayer is on a mission to break up the sausage fest in Hollywood with a playful new campaign — and a commitment to women filmmakers.

A new study from the American Marketing Association New York finds that the majority of American consumers – and gen Zers in particular – think that brands should be prioritizing fair employment practices and anti-racist policies.