Katie Deighton
The Drum
United Kingdom
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Past articles by Katie:
‘This isn’t cannabis 2.0’: are psychedelics the next frontier for advertising?
Once stigmatized across the western world, the likes of MDMA, LSD and magic mushrooms are taking back their place in the world of medicine. Recreational wellness startups have begun to pop up, too. But the industry is crying out for a repositioning. → Read More
Headspace makes TV ad debut to offer unemployed Americans free subscriptions
Headspace has unveiled its first-ever TV campaign, designed to promote the meditation app’s offer of a free, year-long subscription to anyone who has been laid off in the US. → Read More
As Vice cuts headcount, Refinery29 ploughs ahead with Latinx brand launch
The coronavirus has sent publishers’ advertising revenues into decline, forcing many to lay off staff and hold back product developments. However, Refinery29 is bucking that trend with the launch of a new platform for the Latinx community, despite parent company Vice Media Group cutting 5% of its staff today (15 May). → Read More
Airbnb culls growth marketing and experience design in coronavirus layoffs
Airbnb’s round of redundancies includes in-house marketers from its luxury and hotels divisions – two areas chief executive Brian Chesky earmarked for disinvestment. But those who work in growth marketing, experience design and creative have also been hit by layoffs. → Read More
The story of ‘Herstory’, The Drum Marketing Awards US Grand Prix winner
At The Drum Marketing Awards US on 30 April, Goodby Silverstein & Partners and Daughters of the Evolution scooped the Grand Prix. Here we catch up with associate creative director Ricardo Uribe and head of brand strategy Bonnie Wan to hear all about the ‘Lessons in Herstory’ campaign. → Read More
NYT ‘hastens’ transformation of ads biz as it braces for a 55% plunge in ad sales
The New York Times is speeding up the overhaul of its ads business after being hit by a slump in advertiser spend across print and digital – despite record subscriber figures. → Read More
Will Covid-19 layoffs buckle advertising's diversity and inclusion efforts?
As agencies scramble to save on costs, furloughs, paycuts and layoffs have the potential to disrupt a decade's worth of progress with regards to diversity. Inclusivity advocates are now calling on leaders to keep diversity of thought top of mind when it comes to choosing who leaves a business. → Read More
Apple’s advertising business hit by ‘weakness’ of coronavirus economy
Apple may have seen an ‘uptick’ in product sales towards the end of Q2 2020, but its advertising business has taken a hit as companies pause search spend on platforms such as the App Store. → Read More
Furloughs, cuts, layoffs: how marketing’s biggest companies are bracing for downturn
After a week of public and not-so-public announcements, The Drum has compared the different cost-cutting tactics of advertising’s biggest groups – right before the industry feels the full impact of the coronavirus downturn. → Read More
As big advertisers go off air, Lively leads the DTC brands testing TV at cut-price rates
Lingerie brand Lively is among a handful of direct-to-consumer brands taking advantage of affordable airtime and dipping their toes into the world of TV advertising. But despite the attractive rates, many DTCs are still cautious about shifting to broadcast. → Read More
From LPs to apps: inside the digital transformation of Now That’s What I Call Music
When the coronavirus hit, Now That’s What I Call Music was ready to distract music fans with pop quizzes, uplifting compilations and free access to its entire back catalogue via an ad-supported app. But the response didn’t happen overnight: it was built from years of digital planning that turned Now Music from a CD product into an always-on music service. → Read More
JPMorgan Chase names Tracy-Ann Lim as chief media officer
JPMorgan Chase has promoted Tracy-Ann Lim to chief media officer, a role left open after the departure of Andrew Knott in 2019. → Read More
Meet the former journalist marketing the Faroe Islands on a shoestring
The past three years have seen Visit Faroe Islands scoop up a cabinet full of advertising awards. Its latest campaign, ‘Remote Tourism’, has reached millions worldwide despite barely spending a single Danish Kroner on paid advertising. So, who’s behind this budget-busting approach to destination marketing? → Read More
Walmart poaches CMO from Target
Walmart has lured William White over from rival Target, handing him the chief marketing officer role left open by Barbara Messing. → Read More
Ben & Jerry’s activism chief on fighting for the causes currently being neglected
While brands the world over rewrite their plans to focus on the coronavirus pandemic, Ben & Jerry’s – the grand dame of corporate purpose – is staying committed to campaigning for causes such as racial justice. Its head of global activism strategy explains the nuances of this approach. → Read More
American Airlines returns to brand marketing after four-year hiatus
American Airlines has returned to brand-led work for the first time since 2016 with ‘You are Why we Fly’ – a film that looks to explain why planes are still taking off and thank staff for their service during the coronavirus outbreak. → Read More
Coca-Cola slams brakes on ad spend: ‘There is limited effectiveness to brand marketing’
The Coca-Cola Company is looking to cushion the Covid-19-led decline of its bars and restaurants business by reducing marketing costs globally, and, in some markets, coming “off-air” entirely in Q2 2020. → Read More
Furloughs, cuts, layoffs: how marketing’s biggest companies are bracing for downturn
After a week of public and not-so-public announcements, The Drum has compared the different cost-cutting tactics of advertising’s biggest groups – right before the industry feels the full impact of the coronavirus downturn. → Read More
How Animal Crossing is emerging as a media channel for brands in lockdown
Like Houseparty, Zoom and Instagramming sourdough, Nintendo’s video game Animal Crossing has become a digital icon of the coronavirus era. But as millions of players continue to descend on the fantasy platform, brands have started to find a way in too. Here’s how they’re doing it. → Read More
TikTok poaches Hulu brand chief for top NA marketing job
Just one week after Hulu’s head of ad sales announced he was moving to Snap, the streaming platform’s vice-president of brand marketing and culture, Nick Tran, has confirmed he is exiting for TikTok. → Read More