When we’re showcasing the brilliant work we’re proud of, announcing Drum news or revealing the exclusive events we’re hosting (watch this space).
MD Luke Southern on what it takes for brands to create content you want to tune in for
We are living in a golden age of content but with more choice, low attention and a dynamic and changing audience consumption profile, what does it take today for brands to create content that audiences want to tune in for, not stick the kettle on for?
This was the question debated during an insightful panel discussion, hosted by our MD Luke Southern, as part of the Branded Content Marketing Association’s Branded Content Revolution event at Excel in February.
Joined by two excellent panelists, Josh Wilson (Wilson Worldwide) and Kevin Batchelor (Electric Robin), the conversation covered everything from the good, bad and ugly of branded content; the impact of emerging technology and its potential as a new creative canvas; and narrative considerations when creating for native platforms.
Ben Bale talks linking creativity, emotion and business performance
We sometimes imagine creativity to be a intangible, magical thing – the serendipitous spark that turns a good idea into a great one. However, through an understanding of business results, psychology and neuroscience, we can begin to identify and measure this hugely important factor in our work; allowing us to improve our chances of success in creative enterprises. Through a mix of theory and practical examples, Ben spoke about how we can better understand the link between creativity and emotion, emotion and business performance and most importantly, linking the 3 areas together.
James Larman makes a compelling case for why brands that whisper will be the ones that are heard
Executive Strategy Director, James Larman explains why the wave of predictions about 2018 being the year of AI, Block chain, VR etc. have missed a far more important and arguably more significant cultural trend – society’s realisation that information overload and social media addiction is not only keeping us mired in noise, but is also ruining our mental and social health. That's why James predicts 2018 could be the year we start to see a change in behaviour – with people cutting their social media usage, deleting apps, limiting screen time, even going ‘cold turkey’ from smartphones altogether.
A huge warm welcome to our new creatives Laura Clark and Elliott Starr. Clark and Starr will work across all of the agency's clients and will report directly to our ECD Monty Verdi, . They join us from Fallon, where they launched a virtual-showroom and test-drive platform for Škoda as well as a cow adoption programme for Cadbury. Prior to Fallon, the pair started their career at Leo Burnett, where they spent four years. We're excited to see what they bring to Drum!
David Reviews sings praises for Drum’s Co-Op Carols
"Ever wondered how the theme songs from The Crystal Maze or Gogglebox would sound delivered by a community choir? No? Well, the Co-op have you sorted regardless." It was a great start to the year as our work on Co-Op's Channel 4 Carols featured in David Review's first newsletter of the year.
Campaign’s The Annual features Drum’s new proposition
In its annual round up, Campaign examines how Drum has streamlined, innovated and diversified through Project Reset. The article looks at Drum's new proposition; The Signal. Not the noise. Drum's refocused approach this year to become a creator of innovative brand culture. Since Project Reset, Drum is having its best year yet, creatively, and winning industry recognition for its new approach and this article is a great summary of the year we’ve had and why we’re all set for a successful 2018.
Russell Howard features Drum’s heartbreaking Age UK Christmas ad
Drum is extremely proud to see that its work on the Christmas campaign for Age UK is having maximum reach and impact.The incredibly popular comedy show The Russell Howard Hour featured 'Just Another Day' alongside humorous anecdotes about Russell Howard's family. The show helped to draw attention to and address the issue of chronic loneliness felt by 1.4 million elderly people in the UK, especially at Christmas. This campaign is so important and we’re really pleased with the amazing and diverse coverage it has received so far.
Drum has worked with Age UK to launch its annual Christmas Campaign, 'No-one should have no-one at Christmas'. Drum created the film 'Just Another Day' which pulls at the heartstrings of the nation as it follows an elderly man's unchanging daily routine without human contact across the seasons. Drum really wanted the viewer to experience the monotonous and sad reality of loneliness in later life, for which Christmas is simply just another day.
The film has gained mass coverage across the UK being featured in some of the biggest publications including ITV News, Channel Four News, Huff Post UK and Sky News. The ad was even considered to be as powerful as the John Lewis and Marks and Spencer by the London Evening Standard. It was also well-received by the media including Campaign, Little Black Book, David Reviews and The Drum with the film being voted Ad of the Day by both David Reviews and The Drum.
We are really proud of our latest work for Age UK - a brilliant campaign and beautiful film highlighting the estimated 1.4million older people in the UK who are chronically lonely at Christmas.
MD Luke Southern talks to BCMA about embracing the unpredictable this Christmas
Our very own MD, Luke Southern makes a case to BCMA for unpredictability this Christmas. Luke looks to the likes of Hamish Hamilton, the pre-eminent Director of live events, to explain why the creative industries should follow example and see risk, surprise and uncertainty as an opportunity to be embraced, not a creative barrier to avoid at all costs.
Following the success of his first book “The London Tattoo Guide” our senior creative, Tom Angell, joined a talk at this year's Eurobest on a panel titled “Inked: What Tattoo Artistry Teaches us About Branding".
Along with his fellow panelists, Tom discussed what the creative industry can learn from the evolution of tattoos - once an indelible mark of the disenfranchised, tattoos have become a ubiquitous hipster accessory. In a cultural shift from prisoners to popstars, and from bikers to billionaires, have tattoos lost their power as a counter-cultural force? Fashion houses, including Dsquared, Givenchy and Dries van Noten, have used inked skin to manipulate cultural and commercial brand identity.
Ben Bale talks the future of creativity: AI or artisan?
Our very own content experience director, Ben Bale, is the latest addition to the Future Communicators programme. Ben's focus is on the psychological impact of Drum’s content and the environments in which it sits and he will be running a workshop entitled 'The Future of Creativity – Al or Artisan?' Participants will have the opportunity to gain insights in Ben's area of expertise which lies somewhere in between creative and strategist.
On Halloween there is no shortage of scary and unpredictable nasties. But they pale in comparison, to perhaps the most shiver-inducing and nerve wracking of prospects for many a McDonald’s fan - the thing they fear the most…is the humble Gherkin.
Riffing on a core audience truth - that these shriveled up little vegetables have a similar love/hate reaction to Marmite, we decided to mock up a faux horror movie poster that would give the audience something to sink their fangs into.
We leveraged the online trend of minimal alternative movie posters, where illustrators and designers take classic films and re-create them. The design gives a nod to classic horror poster tropes, both thematically (characters in silhouette, haunted houses and creepy forests cloaked in darkness) and visually ( typography, colour-ways and composition). The gherkin is seen ominously creeping out of the darkness of a haunted McDonald’s, hinting at the horror to come (for some!) . Taking it a step further, film credits listed the production crew as being everyone from “Chez Burger”, “Ash Brown” to “Kit Chupp” adding a layer of extra reward for those that engaged with the post.
The audience ate it up, with plenty of heated debate being provoked on the channel, giving McDonald’s a point of difference from the sea of pumpkin-filled newsfeeds.
Given the nature of the post, it was a natural next step to exploit the social creative and run it as a limited-run digital out of home campaign, across large high footfall city-centre sites throughout the UK including Manchester, Liverpool, Wales, Glasgow and London’s West End on the day and night of Halloween.
The post and resulting outdoor was a further example of Drum and McDonald’s working together to create playful and engaging creative - social first, topical and reactive.
"Changing the stereotype of what LGBT+ means. Brave work from what we imagine is a conservative Not For Profit organisation" We were delighted and proud to be named a brand makeover winner by Pride AM for our re-envisioning of our Age UK 'No one should have no one' campaign.
Lego Batman wins the day with Warner Bros and Channel 4
Ask Lego Batman why he thinks "Continuity Bat" was a winner and you’ll get only one answer: "BECAUSE I’M BATMAN. AND YOU’RE NOT." Get a behind the scenes look at our Continuity Bat campaign in Campaign below.
People can't figure out our mind bending optical illusion for McDonald's, with our Facebook post generating the highest engagement rate ever. The post has even been picked up in the national press including the Daily Mirror, The Sun and Daily Star.
Our senior creative, Tom Angell, recently became a published author when his book, The London Tattoo Guide, hit the shelves. As a tattoo collector and an enthusiast on the subject, he set out over 3 years ago to create a useful and insightful guide into the culture and workings of the city’s finest tattoo studios. Fast forward to today and he has finally realized his vision. With the help of photographer Patrick Dalton and designer Stuart Hardie, he has created a book that is as beautiful as it is informative in presenting and celebrating London’s unique world of tattoos. The book debuted at the top of Amazon’s ‘Body Art & Tattoos’ chart. Well done Tom!
Ad Weeks – The Year’s 23 Best Media Plans 2017 – Winner
We are thrilled that our work for Warner Bros, Continuity Bat has been listed as one of The Year’s Best Media Plans at AdWeek, winning the “Best Use of Branded Content/Entertainment category”.
With a constant stream of information inundating consumers at every turn, it’s becoming harder than ever for advertisers to reach their target audiences in meaningful ways. That’s where the Media Plan of the Year honorees come in. Drum was one of 23 winning teams that took media planning innovation to new heights in 2017, proving that creative thinking and bold strategies are able to cut through the clutter.
The Marketing New Thinking awards aim to champion the amazing work taking place across the key areas of modern marketing. They’re not about technology, it's about inspiring work that is driving the very best brands forward to a successful future.
Drum are thrilled to announce we are winners of the “Content Excellence” cateogry for our work for Warner Bros, Continuity Bat.
BCMA Feature “People Don’t Read Ads They Read What Interests Them”
Luke Southern, Managing Director of Drum was interviewed is part of ‘For The Love of Branded Content’ series which brings together ‘thought-leaders’ from across the globe to share their ‘love’ and advice on what it takes to succeed in the ever-evolving world of branded content.
Luke Southern, says people don't read ads but they read what interest them.
Responsible for the multi-award winning Lexus 'Hoverboard' campaign Monty has spent the last 12 years at CHI and Leo Burnett working on accounts such as Talk Talk, Burger King and Samsung. Joining our Creative Director Claire Baker, his natural ability to create cultural signals for brands meant that filling the ECD positioning at Drum was a no-brainer.
We are stoked to be the only content agency in the UK to walk away with not one but three awards this year, Gold, Silver and Bronze Lions from the most prestigious awards in our industry, not bad for an agency with under 100 people eh? It was a pleasure to be in such great company, with so many amazing campaigns getting recognition, and a reminder that hard work does pay off for the many teams of people who made them happen.
AGE UK 'No-one Should Have No-one At Christmas'
GOLD - Media Lions - Excellence in Media Planning
SILVER - Media Lions - Data Driven Targeting
WARNER BROS 'Continuity Bat'
BRONZE - Entertainment Lions – Audio Visual Branded Content/Excellence in Partnership with Branded Content
Hamish Hamilton spoke about 'Creating Global Cultural Moments' at Cannes this year and it was ACE..... As the man behind some of the world's iconic live events, such as the The Super Bowl Half Time Shows, The OSCARS , The Victoria’s Secret Fashion Shows and The London 2012 Olympic Opening & Closing Ceremonies we knew Hamish was going to be an amazing storyteller for our session in the Debussy Theatre in Cannes.
In an algorithmic world where the media we consume is ever more personalised, targeted and contextual, Hamish talked about creating unique, market leading and energising events which cut through culture and engaged audiences through the power of emotional connection. We felt extremely lucky to be able to share an insight into the mind of such a prestigious director, especially hearing about how he dealt with unplanned moments which became iconic cultural moments in themselves.
'People don't read ads. They read what interest them' Drum MD Luke Southern has written a piece for the Branded Content Marketing Association discussing why good branded content should be indistinguishable from great entertainment, how we cut through the clutter, as well as advice to brands looking to get into the often confusing content space.
Scroll to page 7 on the link below for Luke's essay.
Frank You is an event designed by Drum to encourage women from the Communications industry to be frank with one another - sharing the good, the bad and the ugly of their career journeys, no holes barred!
For this special event at Cannes Lions, we welcomed two inspirational women, Thalia Mavros, CEO & Founder at The Front, and Alex Goat, CEO of Livity London to tell their leadership stories. We followed the talks with drinks and networking around the pool, a lovely way to round off Cannes.
For further information about Frank You events please contact Natasha Taylor on firstname.lastname@example.org.
Thinkbox TV Planning Awards: Age UK WINS Best use of TV
No one should have no one at Christmas was created to bring attention to the fact that over 1.2 million older people are chronically lonely. Drum, MG and Age UK were thrilled to pick up the 'Best use of TV and...' award at the Thinkbox TV awards. A labour of love for all involved in creating this touching ad, shown over Christmas 2016, starring James Bolam and Miriam Margolyes.
MG OMD and PHD also picked up awards for John Lewis and Sainsburys respectively, so overall a great achievement for Omnicom!
Drum wins Gold and Best of The Best at the Brand Film Festival
Across a variety of filmcraft and sector categories, the judges awarded 30 bronze, 30 silver, 17 gold awards— with six of those gold winners also being crowned Best of the Best.
• Issues and Crisis Management: TMW Unlimited for Unilever (Lynx) - Men in Progress
• Consumer Goods and Retail: MullenLowe London for Unilever/DiG Persil - Free The Kids
• Viral: Lucky Generals for Hostelworld - Hostelworld Presents: In Da Hostel with 50 Cent
• Brand Documentary: Precious Media for Omega Every Split Second Counts - The History Of Olympic Timekeeping
• Brand Documentary: LadBible Group, Drum and OMD for RNLI - RNLI Respect The Water
• Brand Documentary: VICE for UBS - Nashira: Peace and Prosperity in Colombia's Matriarchal Village
Pick of the week: Warner Bros “Continuity bat” by Drum and PHD
It was always going to be tough to follow the multi-award-winning ‘Lego Movie ad break’ but getting Lego Batman actor Will Arnett to voice 18 special ads shows the possibilities of proper creative media thinking.
The creatives were Andrew Wilson and David Williams at Drum.
Brand: Warner Bros Title: Continuity bat Agencies: Drum, PHD Client: Martin Gough, deputy marketing director
Creative Work of the Month: Publicis New York, White Bear Studio, Drum, MullenLowe and more in the running
As we step into December and wave goodbye to November it’s time to find out which work will be crowned as our latest Creative Work of the Month. Earlier this year we started pitting our Creative Work of the Week winners from all three round ups (Europe, Americas and APAC) against one another to determine the ultimate global Creative Work of the Month winner. And as the month draws to a close it’s time to find a new winner.
Voting for Creative Work of the Month will be open until 12pm (GMT) on Friday 2 December, with the winner announced shortly afterwards on The Drum website.
In the running this month from Europe we have White Bear Studios, Drum, Now and DDB Brussels; APAC brings us work from MullenLowe and from the US there’s work from Publicis New York, Tribal Worldwide, Hill Holiday and R/GA.
As always votes will be counted from our five-star rating system with the winner decided from the average rating and number of votes cast.
Age UK campaign highlights loneliness at Christmas
Age UK has launched its 2016 Christmas campaign, comprising two short films starring James Bolam and Miriam Margoyles.The films, created by Drum, show the actors dramatising the stories of two real people, Roy and Janet, who use the charity’s telephone friending service to stave off loneliness.
“I remember the first time I saw her,” the fictionalised Roy recalls of his wife. “She had a yellow dress on, I’ll always remember that. I told her, ‘You’re the kind of girl who would ride shotgun on a stage coach’. She was my right-hand man.”
He goes on to talk about speaking to himself after his wife passed away.
The spot ends with a call for donations and ties in with the charity’s ongoing ‘No one should have no one’ campaign.
A three-minute version of Roy’s story will air during ITV’s Good Morning Britain. Shorter, contextually relevant ads will air in the run-up to Christmas. There are also geographically relevant messages, created using Age UK’s loneliness data. Analysis from the charity shows that 1.2 million older people in England are chronincally lonely.
Media was handled by Manning Gottlieb OMD.
Age UK was given a considerable bump for its Christmas campaign last year, being the charity partner for John Lewis and Adam & Eve/DDB’s “Man on the Moon” spot.
Age UK’s Christmas 2016 advert may be heart-breaking, but it’s the most important one yet
They always say that Christmas wouldn’t be Christmas without any presents – but, as Age UK’s new festive adverts have proven, there’s much more to the 25 December than tearing the wrapping paper off of a well-chosen gift.
Based on a true story, we first hear Janet’s voice as she chats about her travels across the world – and she recalls how she once visited Australia, only to find herself being interviewed by a journalist who lived just around the corner from her home in the UK. She’s brave, she’s independent, and she’s a lot of fun.
But, as the camera pans across the room, we soon realise that the bubbly elderly woman (played by Miram Margoyles) is completely alone – and that this is not an unusual occurrence.
Sainsbury’s unveils ‘step change’ in advertising with new food campaign
Sainsbury’s has unveiled an energetic and joyful food-focused campaign that marks a “step change” in its advertising strategy. The spot, “Food dancing”, which launches today, features a diverse cast of real people joyfully dancing in their kitchen while cooking. It is set to a specially-created track that will be released on Spotify. The ad ends with the phrase “#fooddancing is living well.” It is the first work from the supermarket’s new ad agency Wieden & Kennedy, which replaced Abbott Mead Vickers BBDO after 35 years last year.
Sainsbury’s director of marketing planning and propositions, Mark Given, said the work was “the most interactive campaign we’ve ever done” and said it marked a “step change” in the supermarket’s advertising. He said: “We’ve been sharpening our strategy for the past six to nine months. It’s an immensely competitive sector, lots of companies are spending a lot of media investment doing similar stuff. We wanted to find a distinctive way of talking about food.”
Campaign have released a list of 10 female directors you should know. Number two is the fantastic Liz Unna, who we have worked with on our Age UK Winter Campaign.
“Liz’s enthusiasm for our campaign idea was infectious, so we were thrilled when she came on board as director. She fully endorsed the ambition to turn these real older people’s stories into short dramas and her vision for the performances, locations and lighting ensured that we delivered highly sensitive, beautiful and moving films for our client.”
Liz won Best Online Film at the Shots Awards two years in a row for her poignant documentary character studies for the Times. Her recent Age UK Christmas work achieves similar levels of poignancy, but this time with a script.
Play-Doh is launching its first-ever TV campaign for the UK market as it celebrates its 60th anniversary. The Hasbro brand has created a stop motion film about a grey blob called George who is transformed into a half-shark, half unicorn in a story populated with other magical creatures from an elephant with rainbow wings to a giraffe with a dragon’s tail. The ad was made by Drum, Omnicom Media Group’s content agency, and will air during family films on Channel 5 and Sky.
Tesco and McDonald’s seize on London Night Tube launch
Tesco and McDonald’s were among the brands using the launch of London’s Night Tube this weekend to drive business. The service, which runs through the night on Friday and Saturday, initially on two lines, kicked off on Friday night after long delays caused by negotiations between TfL and transport union RMT.
McDonald’s took to Twitter to remind followers that it already ran 24 hour restaurants close to several stations on the two lines.
With #WorldEmojiDay trending on Twitter, brands have tapped into the trend during the annual celebration of the colourful visual language. With the social media arms race intensifying between these brands, several competed for prominence on Twitter, chasing the most RTs and likes for the free brand engagement.