Why Unilever is experimenting with blockchain

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March 2, 2018 view in the browser

The Drum Newsletter AM Unilever and IBM's blockchain experiment: a silver bullet for digital or a 'glitzy' quick fix? The specifics – or lack thereof – of Unilever marketing chief Keith Weed's IAB Annual Leadership Meeting keynote have been extensively probed. Less examined, however, is Weed's outlining of Unilever's new collaboration with IBM, which will see the FMGC brand harness blockchain to reduce ad fraud, and what that means for the wider industry. For the best in web hosting and domain names please visit http://www.1and1.co.uk Read full article Failure to launch: 3 reasons why digital transformations didn't work in 2017 For many industries, the clamour for digital transformation has never been louder than it has been in 2017. Marie Curie unveils Garden of Light to launch daffodil appeal In spite of the UK's freezing weather, Marie Curie has launched its spring fundraising campaign in London, with 4,000 light-up daffodils filling Paternoster Square near St Paul's cathedral each representing the... How animation made ad land (and how ad land made animation) The British Film Institute's (BFI) new archive of animated ads tells the story of two industries bound by symbiosis: while animation broke down the confines of reality for creatives, the... From landmark live show to interviewee targets – how Sky News is tackling TV's gender gap While clouds of speculation hang over the very existence of Sky News, the network is claiming to be free of the profound gender-based inequalities that the rival BBC is accused... WPP reports 14.6% gender pay gap: JWT, AKQA and Grey show biggest discrepancies WPP has published its gender pay report, revealing a gap of 14.6% across all the agencies that qualified for the study (those with over 250 staff). Among the worst agencies for... You're invited to The Drum Speakeasy x Karmarama Party Accept your invitation to The Drum Speakeasy event, in association with Karmarama, for an evening of unprohibited sophistication and class, in Downtown Austin. Fancy a cocktail or two? Don't miss out on Monday 12th March to listen to live music from Sunflower Bean, recommended by BBC6. You're going Showcase: New Creative Work A complete digital rebrand for Independent Vetcare VIDEO CASE STUDY: How Cruise1st drives more inbound calls with ResponseTap Footasylum drive first purchase to increase sales by 115% through RedEye's Predictive Modeller 32 National Articles for Comparison Site's UK Launch Last Pub Standing Filippo Berio: Olive oil brand celebrates 150th birthday with 'Shake to Win' game Partnering Hyundai UK with the Mercury Prize Small Luxury Hotels of the World Marrakesh ePrix #YouShapedAdvice Transparency in branded content: event takeaways from Facebook, New York Times and Bacardi Martini Branded content can work like magic; however full transparency is crucial for the industry to raise the bar on quality. Not long ago, Guardian Labs' Anna Watkins highlighted that fewer, more premium quality commercial messages were the key to overcoming the 'adblockalypse'. But, what makes great branded content? And how can damaged brands get back on track? Panelists at The Drum Studios branded content event in London last week, discussed this and more. Read more Search for jobs in Creative, Design, Digital, Marketing and more Creative jobs Design jobs Digital jobs Marketing jobs Visit The Drum Jobs now

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