Why creativity drives real commercial growth in aerospace

‘Return on imagination’ reframes the conversation. Too often, creativity is judged as if it sits in opposition to commercial rigor. In reality, imagination is one of the few remaining tools capable of ...

Advertising is going on autopilot. But who judges the result?

Advertising platforms are removing decisions from advertisers. Bidding, targeting, budgets and optimization can now happen inside automated systems, often faster than media teams can manage. The rise ...

SaaS pricing proves marketing needs a seat at the table

As winning net-new customers becomes harder, SaaS businesses are under growing pressure to generate more value from the ...
Opinion

Retail media is marking its own homework. Can we trust the results?

“Universal standards are a must.” That was Donovan’s verdict on a problem retail media can no longer afford to dodge. If networks set their own methodologies, calculate their own returns and report ...

The next era of B2B influence will be built on intelligence, not fame

B2B marketing has spent years earning a level of precision that other channels used to envy. We build account-level audiences ...

Kristin Gower

The Drum brings you the latest news and events for the marketing and media industries. Discover the trends and challenges facing the industries, and the latest jobs.

The best loyalty programs don’t feel like loyalty programs

A program optimized for redemption is not the same as a program that earns genuine loyalty. One trains people to chase ...
Opinion

As AI agents choose for us, emotional connection will deliver an edge

Because much of our decision-making is unconscious and emotional, agentic AI will make this somatic layer of human decision-making disproportionately more important.

Penguin Random House’s Jon Donovan on the new rules of book discovery: ‘It finds you’

90 years ago, Penguin was founded on the principle that really good books should be accessible to everyone. Allen Lane, our founder, described it as “bought as easily and casually as a packet of ...

3 reasons brand partnerships belong in every performance marketing strategy

At their core, brand partnerships are built on the same principles that have made performance marketing effective for decades: trusted recommendations, measurable outcomes and payment based on results ...
Opinion

Ads in AI can’t vouch for your brand yet. Here’s what can

To fully get on board with an unknown brand that’s recommended by AI, 68% go to the brand’s own website, 65% to social, 58% to a retailer’s site to double-check. The AI recommendation opens the door; ...

Sydney Sweeney’s Novig ad through an athlete-turned-marketer’s eyes

Sweeney doesn’t have an athletic body; she looks more like Ann Summers meets a high school football series set. Football pads ...