Rebecca Stewart
The Drum
United Kingdom
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Past articles by Rebecca:
Brands are finally depicting the reality of motherhood, but it’s time to go further
From breastfeeding to post-partum bodies, maternal mental health to discrimination, 2021 has seen some bold brands finally reflect the realities of motherhood in their advertising. Now it’s time for others to follow suit and execute strategies that will strike the right tone to unlock this demographic’s spending power. → Read More
Creativity is helping Operation Black Vote empower 21st-century civil rights activists
Following a hard-hitting awareness campaign from Saatchi & Saatchi designed to get underrepresented voters into voting booths during Thursday’s local elections, non-partisan group Operation Black Vote is leaning on the agency to spread its message far and wide beyond polling day. → Read More
Ad of the Day: P&G salutes Olympic parents as it gears up for Tokyo 2020 brand blitz
It’s been a whole five years since Procter and Gamble (P&G) unveiled ‘Thank You Mom’, its Rio 2016 masterpiece which celebrated the mothers behind Olympic and Paralympic champions. Now, as we gear up for the postponed Tokyo 2020 Games, the Tide and Always owner is looking to reduce viewers to tears once more by shining its spotlight on parents. → Read More
UK ad watchdog says tech is helping it remove 346% more dubious ads a year
The Advertising Standards Authority (ASA) resolved 36,342 complaints about 22,823 UK ads in 2020, according to its annual report. → Read More
Ex-RBS CMO David Wheldon on why agencies mustn’t lose sight of creative basics
Fresh from being awarded the special title of President Emeritus from the World Federation of Advertisers (WFA), former RBS chief marketing officer and advertising legend David Wheldon reflects on his marketing legacy, as well as the need for agencies to position themselves as creative partners first and foremost in today’s climate. → Read More
Ad of the Day: Freda tackles ‘shame’ faced by trans and non-binary people who menstruate
Direct-to-consumer period subscription brand Freda has launched a campaign for Cycle, its new inclusive range that is ‘free from preconceptions’. The products, and advertising around them, will target the lesser-heard voices of people who menstruate, such as transgender men and non-binary individuals. → Read More
Global brands unveil 'Planet Pledge' as CMOs fall behind on sustainability
Some of the world’s biggest advertisers, including Unilever, Diageo, Mastercard, Dole and Tesco, have made a series of new commitments to act on the climate emergency, following research which has shown marketers to be lagging behind other business functions when it comes to sustainability. → Read More
Unilever’s CMO wants to bring clarity to its green credentials and raise others up too
For Unilever’s chief digital and marketing officer Conny Braams there is a strong business case for addressing the climate crisis but, crucially, “it’s not a contest”. Today she speaks to The Drum about how Unilever’s marketing department is furthering its commitment to sustainability and why it wants to bring its many agencies – and other brands – along for the ride. → Read More
Collective brand safety progress of Facebook, YouTube and more laid bare
The combined progress made by Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat and Pinterest in tackling issues such as hate speech and explicit content has been laid bare for the first time. → Read More
IPA Bellwether: pandemic-induced budget cuts soften as marketers’ confidence rises
UK marketing budgets dipped for the fifth consecutive quarter in a row in the first quarter of 2021. However, the downward trend is softening, with marketers reporting increased optimism for the short-term future as the economy tentatively reopens following a year of turmoil. → Read More
As Publicis returns to growth, CEO Sadoun underscores promise of e-commerce
Publicis Groupe has pipped market expectations, with its Q2 financial results marking a return to growth amid wider global economic instability. Speaking to The Drum, chief executive Arthur Sadoun says the number was buoyed by “disproportionate” digital investment and discusses what clients want from the current media pitch frenzy. → Read More
Ad of the Day: KFC delivers an ode to crispy chicken in first spot from Havas Paris
Steering clear of the greasy finger licking usually associated with KFC, Havas Paris has unveiled its first work for the chain in France – a funky ode to its crispy chicken. → Read More
M&S Food CMO lauds in-house creative model as it launches huge quality push
As M&S Food launches its biggest ever ’quality campaign’ in collaboration with ITV Creative, its marketing director Sharry Crammond talks to The Drum about balancing provenance with brand value and offers insight into the structure of the brand’s new in-house creative setup. → Read More
The stage is set for brands to jump on TikTok’s influencer marketing boom
After a lockdown-fueled rise in popularity, influencer spend is booming on TikTok So, what do brands – and their agencies – need to know about partnering with creators on the burgeoning platform? → Read More
Cannes Lions U-turns on physical festival for 2021 – what you need to know
Cannes Lions Festival organizers have confirmed that the event will not take place in France this year as planned, and will instead be run as a “fully digital experience“. → Read More
Ad of the Day: Taika Waititi voices spokes-bunny Ralph in anti-animal testing short
Anti-animal cruelty charity, Humane Society International (HSI), has unveiled 'Save Ralph', a star-studded short film that aims to shine a spotlight on the issue of animal testing. → Read More
Lessons in avoiding creative bias from Mars, Diageo and P&G
Earlier this week, The World Federation of Advertisers (WFA) unveiled an open-source guide for marketers that strives to improve diversity and representation throughout the creative process. → Read More
Biden’s ad agency and its ‘beautifully chaotic’ creative setup that flipped key states
Nothing is more satisfying for an agency than watching a campaign it’s sent out into the world make an impact. How then, must it have felt to see red states flip to blue in 2020 US election under your watch? We speak to Barbarian, the ad agency that did just that, to find out. Along the way, we also decipher the lessons its small creative team gleaned from an ‘always on’ push to make Joe Biden… → Read More
How the WFA’s diversity guide plans to get CMOs to ditch creative bias
As brands and agencies make more obvious efforts to ensure their advertising is represenitive of the world around them, The World Federation of Advertisers (WFA) has unveiled an open-source guide for marketers which aims to improve diversity and representation throughout the creative process. → Read More
P&G’s Marc Pritchard: ‘If you want to see the future of marketing, look to China’
Fresh from being crowned Global Marketer of the Year, Procter & Gamble’s (P&G) top marketer Marc Pritchard says China and the potential of 5G are top of his list of priorities as he looks to diversify the FMCG giant’s marketing efforts. → Read More