Seb Joseph
The Drum
United Kingdom
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Past articles by Seb:
Virgin Holidays to be ‘less reliant on sales emails’ in CRM shakeup
Rather than bombard customers with sales emails, Virgin Holidays is introducing more personalised alternatives that won’t chase open rates and click-throughs. → Read More
PokerStars doubles down on social video after Cristiano Ronaldo worldwide success
Paying the world’s best football to appear in viral-baiting, social videos promoting poker might seem like a misguided attempt to woo younger players but it seems PokerStars may have had the last laugh. → Read More
Why content is key to Lastminute.com going all in on programmatic
If Lastminute.com wants to be top of mind for those advertisers seeking holiday goers then much could rest on how the company can give its burgeoning publishing business a commercial edge. → Read More
Adobe CMO: ‘We’re the only company that understands the value of content’
As the top marketer at one of the world’s biggest marketing companies, Ann Lewnes has a view of the industry that few in her position can boast at a time when the risks and rewards of managing a brand have never been more pronounced. → Read More
Chatbots, an emerging home for the money conversation, come under Just Eat’s gaze
After so many false dawns, the much-vaunted prospect of social commerce is fast-becoming a reality for Just Eat due to its refusal to let the sales potential of chatbots be misguided by the novelty of owning one. → Read More
ITV to launch addressable TV within next 12 months as it declares: ‘We want to take Google and Facebook’s ad revenue’
ITV will allow advertisers to target TV ads on a household-by-household basis within 12 months in the hope of wooing smaller businesses that would otherwise spend their budgets with Facebook and Google. → Read More
Santander is trying to redefine online banking through social media
The social media strategy at Santander UK isn’t concerned with fan growth or sharing a quirky promotional post. Instead, the focus is on understanding how people might bank or use chatbots on social networks that command more of their time online. → Read More
Why Volkswagen’s media boss won’t buy media from a consultancy
The prospect of being able to buy media from a management consultancy that already has creative and digital know-how won’t be happening anytime soon at Volkswagen. → Read More
How Telefonica could become online video’s next big star
It may be a big broadcaster in Spain and Latin America but elsewhere Telefonica is still primarily a mobile operator. That may be about to change as the business quietly moves to make money from how it thinks a significant portion of TV shows will be watched in the future - over live-streams. → Read More
P&G’s media chief doubles down on bid to better balance targeted ads with mass-reach strategies amid $2bn marketing cuts
Procter & Gamble (P&G) is working to get the right blend of precision with mass-reach in its marketing after previously admitting that it had targeted excessively online. → Read More
Volkswagen's media boss on why the brand stopped asking its media agencies to 'save money'
Squeezing agencies to save more and more money is a thing of the past at Volkswagen, claimed its head of media planning Oliver Maletz. → Read More
Axel Springer just struck a deal with AppNexus that could see it turn its back on Google’s DoubleClick
Business Insider-owner Axel Springer will stop using Google’s ad server to generate advertising revenue and switch to one built by adtech outfit AppNexus as part of a wider partnership. → Read More
Why Blackberry won’t become a ‘brand for hipsters’ in its ‘street smart’ plot to recapture its former glory
Remember Blackberry? The company that used to be a behemoth of smartphones? It’s back with a marketing scheme to prove it isn’t just a brand for the original crackberry fans but can also be a viable alternative to Apple and Samsung within the next three years. → Read More
Amazon confirms advertising will become a ‘meaningful’ part of its business
Amazon’s advertising business has loomed quietly in the digital media space for some time but the online behemoth has given the clearest indication yet that it will now come to the fore. → Read More
Premier League clubs to put a price on social media videos for sponsors
Rather than bundle social video into sponsorship deals, Premier League clubs want to carve out its commercial value to convince sponsors to pay more for that engagement. → Read More
Aviva’s Jan Gooding: Strategy of inclusion will drive outcome of diversity
Bereft of inclusivity, any forward-thinking diversity drive is likely to fall flat. It’s not enough to hire people from diverse cultures if a business can’t embrace and galvanise those views. Like any brand looking to change people’s attitudes, Aviva turned to its top marketer to figure out how to move beyond tolerance to inclusion. → Read More
Rubicon Project loses Pangaea relationship as part of its Guardian legal dispute
Following on from its legal dispute with The Guardian, Rubicon Project has also witnessed the end of its relationship with The Pangaea Alliance, a co-operative consisting of both UK-based and trans-Atlantic including: CNN International; Dennis Publishing’s Alphr; The Economist, FT; Inc; The Economist, and Reuters. → Read More
Domino’s chases ‘brand icon’ status to rival Apple and Google
Will people put a pizza on the same pedestal they do an Apple iPhone or Google search? Domino’s seems to think so and has tasked its recently appointed creative agency VCCP to make it happen. → Read More
Diageo poaches Carat’s Jerry Daykin to be its first head of digital media partnerships
Diageo has snapped up Carat’s global digital director Jerry Daykin to become its first head of digital media partnerships, a role that will call on his former ties to FMCG business Mondelez International. → Read More
Dreams names M&C Saatchi as ad agency as it unveils new campaign
Dreams has tasked M&C Saatchi to steer its advertising, beginning with a nationwide push to reposition the brand as an expert on all things sleep related rather than just a bed specialist. → Read More