Judge of the day: Rory McDonnell says more data does not automatically mean better decisions

Glanbia Performance Nutrition's VP of global marketing, insights and analytics and Drum Awards for B2B juror, exploring judgment over volume, why B2B buyers are not as rational as marketers assume, ...

Sian Conway-Wood on the secret of cult brands is the identity they give us

She chose to explore what turns ordinary brands into cult brands. She argued that consumers are rarely attached to a logo or product for its own sake. These things serve as props ...

Inside Berghaus’ plan to build a marketing function around creator relationships

Berghaus is developing a new community strategy for 2027, built around longer-term relationships with creators. The ambition is to move the outdoor brand away from the familiar influencer model of ...

The next billion customers don’t care about your brand. They aren’t even human

It’s where the next billion rational actors live. They can skip your top because they don’t watch ads, and they can skip your ...

What hip-hop understands about credibility that brands keep getting wrong

At The Drum Live, Nonsense founder Rob Mosley drew on Jay-Z, Wu-Tang Clan and even Timpson to show why brand credibility demands more than a promise of authenticity.

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 ...

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 ...

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 ...