Don’t listen to the industry sages, they’re not your ad’s target
Mark RitsonAdvertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Loyalty programmes have moved up the agenda for many businesses over the past year, with this ‘loyalty surge’ also fuelling a boom in a new type of advertising – retail media. So what’s next?
The Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
We arm you with all the numbers you need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers’ rising influence to P&G’s recession strategy, it’s been a busy week. Here is my take.
We take a look at how brands can reap the benefits of the metaverse while managing the possible risks.
The majority of marketers feel confident in their ability to influence change, according to our 2023 Career and Salary Survey. But there is still a gap between B2B and B2C when it comes to businesses understanding of marketing’s role.
GfK’s Joe Staton says the improvement is “welcome news”, following nine straight months of rock bottom confidence scores.
P&G reported its first quarterly sales decline in five years during its most recent earnings, but is now targeting a return to its ‘balanced growth algorithm’.
Determined to cement its status as a “social media pirate”, Aldi borrowed from the high fashion playbook to ensure its fashion line sold out in four hours.
KFC says the appointment represents it commitment towards integrating ESG into its core marketing strategy, as former CMO Jack Hinchliffe makes an internal move into sister brand The Habit Burger Grill.