Agencies think they’re delivering what brands want. Brands disagree

Research presented at The Drum Live found that 77% of agency leaders believe they deliver the services brands want, but just 23% of brand marketers agree. Both sides can see where the industry is ...

Hispanic America isn’t a niche market, so why are brands still treating it like one?

Around 60 million people in the US are of Hispanic heritage, spanning communities with different national origins, traditions and cultural reference points. Yet brands can still fall into the familiar ...

Authenticity is the scarcity of our age

“In this Matrix-lite world, our experience is increasingly mediated through AI. We’re beginning to lose direct contact with reality. Authenticity is the scarcity of our age, and live experiential is ...
Opinion

The leadership habits that quietly kill agility

Organizational agility is the ability to hold firmly to an objective while adapting the route to achieving it as evidence and conditions change. If the objective keeps moving, customers get confused, ...

Judge of the day: Matt Malindine says brands are optimizing channels when they should be optimizing journeys

Critical Mass’s associate strategy director and Drum Awards Festival juror, exploring foundational readiness, why owned ...

WPP unveils Devon’s Point, its 34,000-square-ft London production ‘flagship’

Devon’s Point, named for the nearby Devon’s Road, is a 34,000-square-foot facility designed to bring together traditional production techniques and AI-powered technologies, including what WPP chief ...

AI is changing how customers reach checkout. Relevance still decides what happens next

Commerce media has already overtaken TV in global ad spend. AI bots will own the last mile. Both claims went before the audience at The Drum Live, where the rules were simple: put a prediction “in the ...

Unilever’s Rani Al Hajji: ‘Attention extremely difficult to earn and very easy to lose’

“Attention has become extremely difficult to earn and very easy to lose,” Rani Al Hajji, chief growth and transformation officer for personal care at Unilever, tells the audience at The Drum Live. “If ...

The B2B heartland is alive and well

Proving the point was a session called The Future of B2B is Human. Nick O’Bruba of JobsOhio joined Chrystie Reep, Dom Thiel and Liz Kennedy of The Shipyard to walk through how they rebuilt the ...

The CEO-CMO confidence crisis starts with conflicting expectations

Introducing a panel on The CEO/CMO Confidence Crisis, The Drum intelligence editor Sam Anderson pointed to a gap in how the two sides see the role. CEOs tend to value CMOs for their ability to execute ...

‘You’re hired!’: Claudine Collins on the call that brought her back to corporate life

Claudine Collins. Claudine Collins thought she was finished with corporate life. After nearly 30 years at MediaCom, she had taken on non-executive roles and decided to spend more ...

Klarna’s Olivia Butter: ‘Don’t ever expect the consumer to tell you exactly what they want’

At Klarna we’re doing a lot more now to accelerate imagination and see possible futures, versus constantly having to sell things in. In this way AI can be very powerful: it means that you bring people ...