The Drum

1 in 2 girls who quit sports are criticised for their body 🤯 Dove’s 2025 Super Bowl ad is challenging the way we talk about girls in sport, spreading the message that together we can #KeepHerConfident. Looking for a place to debrief this year’s Super Bowl ads? Join The Drum x System1 for a LinkedIn Live on Monday 10th: https://lnkd.in/ekKhWZPx. #Dove #SuperBowl

🏈 Don’t sit on the sidelines this Super Bowl – get your game plan here! The Super Bowl is almost here, and the battle for brand recognition is on! Which ads will capture hearts? The Drum and System1 are bringing you The Ad Zone, your go-to for ad insights, strategies, and instant replays. Join us for a LinkedIn Live session on Feb 10, 2-3pm EST, where top experts break down the big winners and what makes a campaign successful. Plus, get real-time updates and System1’s ‘How to Win the Super Bowl’ report. Sign up: https://lnkd.in/efv8cuAX #superbowl #advertising #creative

Super Bowl ad spend remains a hot topic each year 🤔. Let us know how much you think a 30 second slot is selling for this year? 🗳️ Answer revealed in the comments ⬇️ #Advertising

With signal loss and privacy-first regulations forcing a reckoning in adland – FunnelFuel’s Michael Harty shares his insights with us on how to get ahead of the game this year and future-proof your B2B digital targeting strategy for 2025. https://lnkd.in/eFVeYUi3

🏈 Touchdown! Breaking down Super Bowl ads’ biggest plays with Jon Evans, chief customer officer at System1, Vanessa Chin, senior vice-president of marketing at System1, Jennifer Baldwin, head of strategy at BBH USA, and Tass Tsitsopoulos, global strategy director at McDonald Wieden + Kennedy NY. The Drum is streaming this exclusive webinar live on LinkedIn. Follow the link below to register and get ready to elevate your marketing game! 📅 Date/Time: Monday, February 10, 2-3pm EST / 7-8pm GMT   

Tesco has unveiled a fully integrated campaign titled ‘It’s Not A Little Thing. Its Everything’ 🛒 It uses vignettes to convey how food helps us express everything from gratitude to apologies, bringing people together. Find out more: https://lnkd.in/eRih38eW 🥁 #Tesco #Marketing BBH London

Five years ago, creative agency Creature committed to a structured hybrid work model: two consecutive office days, and three remote. It worked for the team, and for clients. Yet, despite adland’s obsession with the new, the industry never followed suit. Now, as the ‘return to office’ debate rages on, Dan Cullen-Shute argues that we missed a golden opportunity to reshape work for the better. Why didn’t we sell the future? Read his full take in The Drum. #HybridWork #FutureOfWork #Advertising https://lnkd.in/edhJPE6H

🏆 The Drum Awards Annual Review is out now! 🏆 It’s your ultimate roundup of the best campaigns, companies, and people from The Drum Awards 2024. Inside, you’ll get an exclusive look at the Grand Prix-winning work from last year’s categories, plus a deep dive into our Grand Finale champions. 👉 Find out more and get your copy here: https://lnkd.in/eFJ98D3r   ✨ Highlights include... Unilever named Advertiser of the Year Rethink crowned Independent Agency of the Year FCB Global won Network Agency of the Year Interpublic Group (IPG) took home the title of Holding Company of the Year 🔭 Looking for inspiration for your next award-winning entry? This is the place to start.

Yesterday, I was at The Drum’s Predictions – an event packed with insights on where marketing, media, and tech are heading in 2025. From AI to content shifts, brand effectiveness to sustainability, here are the takeaways that stood out to me: AI can get you 80-90% of the way there, but that final 10%, that the difference between good and great—is where the real battle is. Daniel Hulme AI-generated content is getting faster and more sophisticated, but differentiation still relies on human creativity. Brands need to think augmentation, not automation—using AI to enhance strategy, not just churn out more content. 👉 2025 winners will combine AI with creative storytelling—not just use it to cut corners. 📺 Content Trends: The Rise of Low-Fi & Hyper-Niche The era of polished, high-production brand content is losing ground to raw, real, and hyper-personal content. Chris Mccrudden TikTok is a search engine now, the kids are "Googline" on it! Brands need to optimise content so people discover products. Niche is the new mainstream. People are moving away from generic mass-market content in favour of hyper-specific communities. Long-form is back. Podcasts, YouTube deep dives, and immersive content are on the rise as audiences look for depth over bite-sized clips. Is it time to hand the reins over to employees, like Hev from Primark? Kymberley Thomson 👉 If your content looks like an ad, people will scroll. If it feels authentic, they’ll engage. 💰 The Future of Agencies: A New Business Model for 2035? Imagine if agencies got royalties for the brand value they create instead of just billing by the hour. Dom Boyd Will we start ‘renting’ our data to brands instead of handing it over? Dirujan Sabesan 🌍 The Circular Economy & Sustainability Shift - Sustainability isn’t just an ethical play—it’s becoming a business advantage. FMCG giants are experimenting with shared supply chains to cut costs and emissions. - Brands need to think beyond just selling more stuff—reusability, longevity, and shared value are the future. - Greenwashing won’t cut it. Transparency and genuine action will separate the winners from the ones just ticking boxes. 👉 The brands that win will embed sustainability into their business model—not just their marketing campaigns. Tanya Whitehouse I also caught some fashion tips... Get ready to see me rocking the fisherman aesthetic soon! Karen Bloom and Caroline Orange-Northey Thank you Lynn Lester Gordon Young and The Drum. See you next year! #MarketingPredictions2025

Brian Danzis sat down with The Drum to discuss how Seedtag are keeping up with AI and machine learning advancements, and his thoughts on overrated and underated tech trends 🤖 Watch to find out more 🥁 #CES2025