Natalie Mortimer
The Drum
United Kingdom
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Past articles by Natalie:
Heineken’s social experiment aims to get consumers to ‘focus on the things that unite us rather than divide us’
Heineken is highlighting its brand values of bringing people together socially in a new campaign featuring a social experiment that aims to explore if the benefit of finding common ground with one another can lead people to be more open. → Read More
Florette combines CGI and live action in campaign featuring animated tractor ‘Rocket’
Bagged salad brand Florette is set to launch a new TV campaign that highlights the sunny farms where the product is grown and also introduces an animated tractor called 'Rocket'. → Read More
Share a Coke campaign returns with holiday destinations instead of names
Coca-Cola’s hugely successful Share a Coke campaign is back, with this year’s campaign swapping out the logos on Coca-Cola, Coca-Cola Zero Sugar and Diet Coke bottles with those of summer holiday destinations. → Read More
Farfetch has created an operating system for bricks and mortar retail in its new ‘Store of the Future’ platform
Luxury fashion e-tailer Farfetch thinks it has come up with a solution that will radically change the digital in-store experience for luxury brands with its new Store of the Future (SoF) platform that will link the online and offline worlds, using data to enhance the retail experience. → Read More
Ellen DeGeneres enlists Bradley Cooper to help keep Oscar selfie tweet record
Ellen DeGeneres is desperately trying to cling on to her record of posting the most re-tweeted tweet ever, and has enlisted the man who snapped the famous Oscars selfie, Bradley Cooper to help. → Read More
Pepsi's brand image has improved 44% following ad fiasco
Despite drawing worldwide condemnation and being forced to pull its recent advert starring Kendal Jenner, Pepsi's brand sentiment has actually improved, with 44% of people saying they had a more favourable view of the soda company after watching the ad. → Read More
How British Heart Foundation hopes its new social strategy will help people view it as a local charity
As the largest independent funder of cardiovascular research in the UK, the British Heart Foundation (BHF) is well known across the nation. However, the charity is hoping to shift perceptions of its brand to help people see what it offers at a local level via a new social media strategy. → Read More
The Drum Design Awards nominees revealed
After a difficult day whittling down a strong lineup of entries the judging panel for The Drum Design Awards has revealed its finalists ahead of the awards ceremony where the UK’s finest design agencies will gather to hear who will take the top accolades. → Read More
Ad of the Day: Unison highlights the 'absurdity' of 15 minute care visits in spoof TV show
Unison and Don't Panic have created a satirical film called 15 Minute Care Makeover to highlight the indignity suffered by thousands of elderly people because of 15-minute care visits. → Read More
Ad of the Day: Free a Girl Movement takes underage girls out of India’s brothels and into law school in The School for Justice campaign
J. Walter Thompson Amsterdam has gone beyond the traditional ad campaign for India’s burgeoning ‘Free a Girl Movement’ with its work to create a School for Justice where victims of child prostitution in India are taught law, enabling them to prosecute the criminals responsible. → Read More
Maltesers’ ads featuring disabled actors prove to be ‘most successful’ advert for the brand in 10 years
Mars Chocolate UK has revealed that last year’s adverts for Maltesers that put disabled people front and centre have proved to be the most effective advertising for the brand in the last ten years. → Read More
UK regional publishers seeing uplift in ad spend amid brand safety fears
UK regional publishers are seeing some of the money previously pumped programmatically in to video channels being spent against their articles as agencies and brands begin to think more carefully about what content their ads are sitting against. → Read More
Ad of the Day: Racial inequality campaign challenges Getty Images and Shutterstock’s search algorithm
A campaign from Brazilian NGO Desabafo Social is targeting some of the biggest image banks in the world including Google and Shutterstuck to get them to change their algorithms and remove the need to include the word → Read More
JD Sports marketing director heads to shopper agency FPP
JD Sports' marketing services director Tim Orrell has left the retailer to join shopper marketing agency FPP as UK director. → Read More
Can Cadbury’s search for a new advertising agency help recapture its former glory?
Cadbury is in the midst of a creative review that will see the chocolate brand consolidate its account under one single agency as it seeks to return to its former glory days and return its advertising to the heights of its ‘Gorilla’ fame. → Read More
News Corp CEO slams Google and Facebook dominance as it seeks to win media spend dollars
News Corp’s ongoing criticism of the control that Google and Facebook exercise over digital advertising continued this week with the publisher’s chief executive Robert Thomson labelling the two a “digital duopoly”. → Read More
Can Samsung’s Galaxy S8 marketing strategy help repair its Note 7 wounds?
Samsung will next month launch (arguably) its most important phone to date, the Galaxy S8, as it looks to move consumer’s minds away from the widely-reported debacle of the Note 7, towards a plethora of new features it hopes will propel the brand to become the king of the smartphones. → Read More
GroupM tackles YouTube brand safety as it partners with analytics firm OpenSlate
Media investment agency GroupM is hoping to help its clients to move past the recent Google brand safety furore and is working with social video analytics company OpenSlate to enhance brand safety on YouTube media buys. → Read More
Why the lack of representation of ‘real men’ means marketing needs to change
From the masculine driven car adverts of the 1960s, to the rise of the ‘metrosexual’ in the mid nineties, the way brands and advertisers market their products to men has changed dramatically over time, but who are the men of 2017 and are they properly represented in the media? → Read More
British Airways owner launches new budget longhaul brand Level
International Airlines Group (IAG) is preparing to launch a new low cost longhaul airline brand called Level, as competition for cheap flights to far flung destinations heats up. → Read More