Saturday, December 3, 2022

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    Building off its massive momentum, The Drum launches first major US ad campaign

    The leading global marketing and advertising publisher is going all-in on the US market with a playful push that spotlights some of the most memorable American campaigns.

    ‘Marketing’s changing. Don’t miss a beat’ is the guiding message at the center of The Drum’s inaugural US ad campaign.

    Following a year of historic growth in the US, The Drum is looking to further expand its reach and readership in North America. The Drum is currently far and away the most-read marketing and advertising publication in the United Kingdom and Europe. It is currently the third most-read in the United States and second worldwide, according to the latest data from SEMRush.

    As a challenger brand in the US, The Drum has invested significantly in growing its footprint in the market, with burgeoning editorial, sales, marketing, social and events teams, and more hires to come.

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    “Our core belief is that marketing can change the world, growing companies and economies and guiding people to better choices,” said Diane Young, The Drum’s co-founder and chief executive officer. “We wanted to evidence this truth with a nod to some of the world’s best-ever marketing, while also acknowledging that the world is changing. The Drum is here to help marketers to make better decisions in the face of that change.”

    The Drum has partnered with digital-first specialists Jellyfish to create a campaign that puts a new, forward-looking spin on classic brand messages that have become ingrained in our cultural consciousness.

    In a wink to one of the most unforgettable candy campaigns, one asset features rainbow imagery overlaid with bold text reading: ‘Taste the Metaverse.’ In another version, brown and white text appears atop an orange backdrop, paying homage to the signature tagline of a popular coffee and donuts franchise. ‘America Runs on Big Data,’ it reads.

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    “The Drum already has superfans and we want more,” added US editor Kenneth Hein. “We know marketing works. It’s our turn to leverage the tools we cover every day to further ignite our brand. We’re going to let people know just how much we’ve grown in the US. We’re looking to draw new readers to our daily insights, inspiration and breaking news stories. And we’re having a little fun with it because that’s what makes The Drum what it is.”

    The campaign is slated to launch on Monday October 17 – just in time for Advertising Week New York, where The Drum is a key media partner.

    The creative will be deployed across digital and social channels including LinkedIn, Facebook and Instagram.

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    The push in the US market is part of The Drum’s broader global growth strategy. With a distributed workforce across the US, EMEA and APAC and outposts in the United Kingdom, New York, Singapore and India, The Drum looks set to continue its growth in the coming years.

    For more, sign up for The Drum’s daily US newsletter here.

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