Hello there. This is the 13th edition of NUCLEO, where we bring together interesting industry content that we hope our readers find valuable, by using our core competency of unlocking the potential of zeitgeist communication and the four FRASER pillars.
☵ Product is Communication too
How Amazon surpassed Google and Apple to become the most valuable brand in the world. With a brand value of $315.5 billion, Amazon is now more valuable than Apple and Google, according to BrandZ Top 100 Most Valuable Global Brand ranking 2019. ☛ Read more
Xbox, PlayStation still rule, but streaming is a game-changer. E3, in Los Angeles: the world’s largest video game conference was as full of games and celebrities as it is always been, but it’s clear that streaming tech like Google’s Stadia became the talk of the show. ☛ Read more
☵ Merging Editorial + Campaign Content
In today’s Age of Experience, sports are more important than ever. Today’s sponsorships are digitally powered and designed to create more informed and engaged fans. Fans control how and when they get information. No more checking the scores the next day or even tuning in to the evening’s highlight show. Instead, they’re seeing clips show up in real time in their Instagram Stories feeds, texting “did you see that” to fellow fans over Messenger and WhatsApp and celebrating victories on Facebook. All within minutes of the final score. ☛ Read more
☵ Strategy and Creative Mix
Contagious Cannes Contenders 2019 (part 1). Ahead of the Cannes Lions festival, the Contagious team shares a few of their favourite campaigns, from the ones that are sure to pick up the Grands Prix to the lesser-known underdogs: Volkswagen, The New York Times, Nike, Skittles, Domino’s Pizza and Microsoft, amongst them. ☛ Read more
Contagious Cannes Contenders (part 2). While some of these are absolute shoo-ins and are sure to collect some awards, they’ve also highlighted some dark horses that the industry hasn’t lavished in as much attention but that they think are brilliant too: Adidas, Burger King, Netflix, Tesco and Aeroméxico are some of them. ☛ Read more
☵ Digital Marketing as Sales
Spotify now lets advertisers target podcast listeners. Up until now, Spotify has only broken down audiences based on their music streaming habits Last week, the company has introduced podcast listener targeting, which allows brands to reach Spotify Free users who listen to podcasts. The new audience tool is available in the US, Canada, Mexico, Brazil, UK, France, Germany, Italy, Spain and Australia. ☛ Read more
From one banner ad to a global industry — digital advertising 25 years on. 2019 marks the 25th anniversary of the first ever banner ad, created by AT&T. It had a 44% click-through rate, now practically unheard of, and its only call to action was a simple ‘click here’. From humble beginnings, digital advertising has ballooned into a huge, and still growing, global industry — though one not without its challenges. ☛ Read more
