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Scattergun marketing fuelled by big spend is easy; but it’s also ineffective for your customers, and a waste of resources. In the automotive industry, we’re surrounded by larger advertisers who saturate their strategy with a spray-and-pray approach. But in the Dutch market, we’re growing fast - and we’re ambitious with the way we grow. Mazda's annual car sales in the Netherlands have grown by record double-digits in the last few years. We want to do things differently for our customers to smarten...

Welcome to The Drum Creative Works, in partnership with Workfront. As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Monday 13 November. For...

A used car seller’s attempt to drum up interest in her ageing Honda has exceeded all expectations after a tongue-in-cheek glossy promo video featuring drone footage, graphic overlays and a dramatic coastal road. Highlighting the vehicles key features such as a boot-mounted mirror, cassette player and onboard coffee pot the short video pulls out all the stops to drum up interest in the $499 vehicle – cat not included. A suitably bombastic voiceover adds to the theatre with...

The Times of India (TOI) metro supplement for Indian city Kolkata, Calcutta Times has rolled out second edition of its campaign #NoConditionsApply with the aim to end gender bias and division in society. The film, conceptualised by FCB Ulka, features transgender and widow women narrating how they aren't allowed to touch goddesses and be a part of tradition of Shindoor Khela (where Bengali married women in India smear each other with vermilion as part of celebration). However, the...

Beer brand, XXXX Gold has begun using beacon technology within special ‘Goldie’ hats to measure how much time friends spend together, rewarding the most committed friendships with prizes related to the Ashes. The idea of the campaign is to bring people together to support the Australian cricket team by literally incentivising and tracking them to do so using wearable tech. The beer brand has launched an above-the-line campaign, with TV and digital ads promoting the competition over October and...

A war of words has broken out on US TV screens between rival billionaires Tom Steyer and Donald Trump after the former launched an all-out attack on the president, calling for the Republican to be impeached. Steyer, a former hedge fund manager who is believed to have a higher net worth than Trump himself, presented and paid for a nationwide advertising campaign in which he made an impassioned plea for lawmakers to begin impeachment proceedings. Naturally this wasn’t received...

Dairy brand Muller has elected to extend its existing partnership with the National Basketball Association, elevating it to become an official partner of the NBA London Game 2018. The deal will encompass its Rice pot and Frijj milkshake brands, putting both centerstage during a clash between the Philadelphia 76ers and the Boston Celtics in London on 11 January. To promote this tie-up, Muller is to embark on an MBA-themed multimedia push; including on-pack promotions, NBA-themed competitions and of...

OCBC Bank has tapped into Apple's new Face ID facial recognition technology by allowing its customers to log into the bank’s consumer and business apps with their face, instead of using passwords or their fingerprints if they are using the new iPhone X. The Face ID technology, called OCBC OneLook, can be used for apps like OCBC Mobile Banking, OCBC OneWealth, OCBC Business Mobile Banking and OCBC Pay Anyone, allowing customers an easier way to authenticate access....

Today, much is made of the differences between millennials, who are beginning to rise to positions of influence in businesses, and the generation above who manage them – whether that’s because being ‘digital natives’ gives the former a fundamentally different perspective on culture, or because they have career expectations totally unlike their forebears’. But how does the generational – and attitudinal – divide really play out in the workplace? Are senior and junior marketers at odds with each...

More experienced and younger marketers have lots to learn from each other, say Nationwide’s Sara Bennison and Emily Mustafa. Mustafa, who is an assistant campaign manager, says marketers are often showered in data. But she has learned from her more senior peers not always to blindly follow its lead, and to focus on what her instinct is telling her instead. “There is a lot of science behind what we do, but sometimes it is more important to listen...