Beauty Is In The Eye Of The Beholder - How The Industry Appeals To New Consumers
Perspectives from Braze, Nivea Beiersdorf, Publicis Groupe and Accenture detail how the face of the beauty industry continues to showcase itself.
Source: thedrum.com
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A Year Into The Job, How Is Calvin Klein's CMO Keeping The Brand Fresh?
We catch up with ex-Ralph Lauren marketing boss Jonathan Bottomley, who aims to make Calvin Klein the most aspirational brand in the world.
Source: thedrum.com
Why The Debate Over B Corp Agencies Working With Fossil Fuel Clients Is The Wrong One
In his latest letter to the industry, The Drum’s founder Gordon Young wonders if threatening the B Corp status of agencies that work with fossil fuel clients is the wrong approach.
Source: thedrum.com
'Purpose-built Brands': We Don't Want To Buy From Brands; We Want To Experience Them
Zone’s Gokce Ince outlines a vision for a new kind of ‘purpose-built’ brand: one that understands its three-dimensional relationship with consumers as one that’s experiential, not purely transactional.
Source: thedrum.com
Stepping Into Barbie's Heels: Is A Branded Content Renaissance Coming?
After a summer of movies based on brand properties (not least Mattel’s Barbie and Nike’s Air), can we expect to see more outsize branded content plays? We asked eight leaders from The Drum Network.
Source: thedrum.com