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Amazon has opened a fashion photography studio called 'Blink' as it looks to ramp up its fashion ambitions in India. This is Amazon's third faculty globally after having already launched in New York and London. Amazon India continues to combat its Indian rival, Flipkart which rolled out its private label fashion brand Divastri.   The studio will aim to aid Amazon's effort of creatively collaborating with fashion brands, such as Marks & Spencer, and partners to produce high quality images...

As we push forward into a multi-screen world, path to purchase has grown increasingly complex and fragmented, spanning diverse channels, platforms and contexts. The consumer’s journey now plays as important a role as the point of conversation itself – especially given that 60% of Asia’s multi-device users now use at least three screens, with the number of users on four or more devices increasing from 22% in 2015 to 31% in 2016, according to a study by...

Released today (14 September), Absolut’s global hero film for its ‘Create a better tomorrow, tonight’ platform catapults the viewer through time and space, starting at the moment of the Big Bang and arriving at a London night out in 2017. The Drum spoke to the brand’s agency BBH London to find out how it took on such an epic brief. Creative development for ‘One Night’ began at the tail end of last year, after the agency won...

HDFC is named as the most valuable Indian brand as an increase in demand for local products continues to benefit the local brands, according to Brandz top 50 most valuable Indian brands.  Followed by HDFC is Airtel, State Bank of India, Asian Paints, ICICI bank, Kotak Mahindra bank, Maruti Suzuki, Bajaj Auto, Hero and Axis Bank.  HDFC current value stands at $17,965m value after a 24% increase year-on-year in the annual report by WPP and  Kantar Millward Brown. It falls in line a report from The Drum last year about how Indian FMCG brand Patanjali is beating global giants by empowering local confidence. It...

18 months after building an in-house creative team, Lucozade Ribena Suntory is ploughing the money saved from agency and production costs into previously under-explored areas of marketing.  The shift to in-housing everything from content production to media and creative has been gathering pace, particularly among consumer goods brands feeling the strain post-Brexit. The drinks company – which owns its namesake brands as well as Orangina, V Energy and True Nopal cactus water – has been joined by the likes of L’Oreal, Pernod Ricard and...

Video advertising is the fastest growing ad format in China and will account for 13.4% of all ad expenditure by 2021, according to eMarketer. Video ad spend is expected to overtake traditional TV spend by 2021 as it continues to grow more popular in China. eMarketer estimates overall advertising expenditure in China will reach $50.31bn this year, with 72% of this going to mobile channels. Cindy Liu, forecasting analyst at eMarketer, said: “Advertising on digital video is growing at...

Coca-Cola has added rainbow lights to its iconic Sydney billboard and launched 'Love' Coke cans in support of marriage equality, ahead of Australia’s same-sex marriage vote.  Coke’s Kings Cross billboard, which has been a permanent fixture in Sydney for more than 40 years, has swapped out its white lights for a rainbow light display as part of the brand’s support for inclusion and equality. The adjacent billboard has also received a makeover to reflect the company's stance...

To celebrate its 100th Anniversary, the 4A’s has partnered with us at The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? The Drum is now interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into...

Creative Work of the Week’s August bank holiday special goes to TotallyMoney and its Live With Clive spot, which transports sports pundit Clive Tyldesle into the bed of the finance brand’s customer Dan as he checks his live credit score. Designed to promote TotallyMoney’s Live Credit Score and Credit Report service, the ad was devised by McCann Manchester, directed by Theo Delaney and produced by Rose Bulow. The agency wanted the spot to convey a sense of...

GroupM has taken its world tour of leadership changes to India, announcing that it would be launching 'NewCo', an interim name for the combined MEC and Maxus agency, into the market, as well as changes at Essence. Kartik Sharma, former managing director of Maxus South Asia, will assume the role of managing director of the new media, content and technology agency in India and South Asia when 'NewCo' launches in January 2018. Tim Castree, global CEO at MEC said:...