The real cost of business abandoning inclusion
Following Walmart and others’ withdrawal from DEIB initiatives, consultant Lisette Arsuaga explains how these businesses are ...
Why shouldn’t your B2B brands be unmissable?
Iris’s Matt Gully argues that B2B is stepping out of the shadows as the lines with consumer-facing brands blur. And with that ...
The biggest myth in B2B marketing is that it shouldn’t appeal to our emotions
There are some great examples of B2B marketing that play on the heartstrings, says Jonathan McCallum at George P Johnson. So, ...
OpenAI is eyeing ads – but getting it right will be a tricky balancing act
The ChatGPT parent is reportedly weighing the possibility of introducing ads into its suite of AI products. Would such a ...
Jaguar’s Miami EV launch invites new wave of criticism, but CCO says brand is undeterred
The British automaker unveiled two electric vehicles Monday night in a flashy installation in Miami. The launch was ...
Ad of the Day: Zalando captures dread of trying to find a party outfit
Zalando has unveiled its Christmas spot that captures the familiar moment of wardrobe indecision – the ‘towel stare’ – an existential pause, sitting wrapped in a towel and overwhelmed by choices.
Rethinking the London Overground: TfL’s biggest rebranding project in decades
We speak to the people who came up with the names of the new lines and those who took on a huge information design challenge ...
The cat’s out of the bag but Jaguar’s rebrand still feels like a stray
Just hours before the official unveiling in Miami, the car maker’s reinvention has now leaked online. Having already branded ...
EY’s Rebecca Hirst on why marketing must be in the room on product, price and promotions
Cola, tells Tim Healey why B2C and B2B have more in common than people perceive and why positioning marketing as a driver of ...
The Expert Marketing Clinic: 7 key questions every B2B marketer is asking
At B2B World Fest 2024, Charlotte Mackenbach, communications manager at C-Job Naval Architects, and Laura Whitebread, EVP of ...
Five of the most effective creative ads in the B2B sector
As part of The Drum’s B2B Focus Week, we’re using insights from Kantar’s Marketplace, an automated market research platform, ...
Hyper-targeted B2B marketing misses the bigger picture
Hyper-targeting your marketing might seem appealing. But, for our B2B focus week, Jack Morgan of Hallam explains why the ...