Charlotte McEleny
The Drum
Singapore
Contact Charlotte
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
| Recent: |
|
| Past: |
|
Past articles by Charlotte:
Mondelez, True Digital, Publicis and PubMatic on how CTV can be boosted in APAC
Digital video viewers in APAC are set to exceed two billion in APAC in 2022, according to eMarketer, setting the scene for CTV spend to be a sound investment for marketers and publishers alike. → Read More
Will APAC agencies follow suit and ask influencers to stop altering images?
The news last week that Ogilvy UK is to stop working with influencers who edit their faces or bodies in brand campaigns has sparked much debate in Europe. In the Asia Pacific region, where filters and editing apps have become deeply entrenched in some communities, The Drum asks industry leaders whether they predict this part of the world will follow suit. → Read More
How marketers can use attention to bring an overhaul to the online ad experience
With attention metrics and technology starting to gather pace in the industry, the time is now for marketers to improve the ad experience for consumers. The Drum and Playground xyz gathered experts from across APAC and Europe to look at what the future of this new experience could be and what tools and technologies are in place to get us there. → Read More
With so much change ahead, what media data should marketers look at?
The deprecation of the cookie, brand suitability, and attention metrics are just some of the media data topics at the forefront of a marketer's mind. With so much change ahead, The Drum brought together a panel of experts to cut to the crow of what media data marketers should really be looking at as part of the Digital Transformation Festival 2022. → Read More
Inside Mastercard’s play to bring brands, loyalty points and gamers together
As a brand with history in gaming marketing, it may be no surprise that Mastercard is building future products and services rooted in gaming. The Drum speaks to Kaveri Kullar, its vice-president of consumer marketing in APAC, about the launch of Mastercard Gamer Xchange. → Read More
How will auction packages address some of mobile advertising’s big challenges?
While the scale and opportunity of mobile advertising are undeniable, its growth has been challenged. The Drum and PubMatic have asked some of the industry’s leading voices across APAC whether the rise in solutions like auctions packages can make an impact. → Read More
Can attention metrics be the foundation to improving the online ad experience?
The online ad experience is facing a major overhaul and marketers are looking for new solutions to reach audiences in an impactful way. Can new tools, like attention metrics, change the online ad experience for good? → Read More
Asia’s top creatives discuss the relationship between innovation, creativity & problem solving
A closer relationship between client, agency and platforms is needed to find innovative, creative solutions to brands problems, according to South East Asia’s top creatives. → Read More
Jamshed Wadia on why he chose agency life after almost 20 years client-side
Speak to anyone in an agency leadership role and they will tell you just how tough it has been attracting talent into the industry lately. Bucking that trend and trading in 20 years client-side to head over to the agency world is Jamshed Wadia. The Drum caught up with him to find out more. → Read More
The great luxury bounceback: how brands such as Burberry are returning to growth
Luxury brands were not immune to the difficulties of 2020, but according to Forrester they recovered quickly to reach pre-pandemic levels of growth by 2021. For The Drum’s latest Deep Dive, Marketing Secrets of Fast-Growth Brands, we take a look at why luxury brands have bounced back faster and explore the marketing strategy of British luxury behemoth Burberry. → Read More
How Virtual Shibuya evolved to be one of the first ‘linked cities’ in the metaverse
What started as a project between Japanese telco KDDI and Tokyo district Shibuya to create a digital twin city and prove the power of 5G has blossomed into a full-scale metaverse experiment. The Drum speaks to Geometry Ogilvy Japan about the lessons learned from creating one of the world’s first ‘linked cities.’ → Read More
The big agency opportunity: Cross-channel performance in 2022
The agency of the future will be able to seamlessly blend search and social, as customer journeys become more complex online. This was the key prediction from Meta, speaking alongside Thai agency dotMATTERS, at The Drum’s Predictions Festival. → Read More
Lunar New Year 2022: watch all of the latest ads
Welcome to The Drum’s roundup of Lunar New Year ads for 2022. Here you’ll find all the latest ad campaigns from around the world. → Read More
Creative transformation: how brands can accelerate creativity as a performance driver?
One of the biggest challenges for creative teams is linking outputs to business success. But with technology helping to transform creative teams, it's time for creativity to shine as a performance driver. The Drum and Celtra spoke to leading marketers from Foodpanda, OPPO, EA Games, JioSaavn and UpGrad about shining a light on creativity for performance and the challenges of digitally… → Read More
Unpredictable spend: could the subscription model be a way for marketers to buy creative?
The amount marketers need to spend on creative has become unpredictable, with the variables on formats expanding as digital channels fragment and personalization comes to the fore. Creative platform Shuttlerock has been working with clients like Dubber to see if a subscription model can shift the burden of compromise. → Read More
In search of the silver bullet: attention metrics & context see post-cookie resurgence
There is no silver bullet for the looming cookie-less future but more brands are turning to attention metrics and contextual targeting as solutions, according to industry leaders. → Read More
Wild Turkey creates camping tent that plays stories narrated by Matthew McConaughey
Wild Turkey, which counts actor Matthew McConaughey as its creative director, has launched a campaign in Australia in which people can camp in a tent that plays a story narrated by the Hollywood star. → Read More
Menopause, contraception & fertility: meet the women eradicating female health taboos
Whether it’s periods, fertility, menopause or pleasure, women’s health is woefully under-researched, misunderstood in the workplace and lagging in marketing representation. As part of The Drum’s Marketing and the Marginalized Deep Dive, we meet the women using their platforms to change women’s health taboos for the better. → Read More
A marketers guide to diverse media planning
Media plans are not always reflective of society’s diversity: here’s how to fix it → Read More
TikTok and WPP on mastering creative, commerce and consumer influence
WPP and TikTok have set the blueprint for the future of marketing in APAC, hosting an event where marketing leaders and creators discussed how to master creative, commerce, and consumer influence on the world’s fastest growing video platform. → Read More