Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.
Comparing the award-winning campaigns against a database of 80,000 ads reveals that, in many cases, they were leaving viewers “utterly cold”, says System1 CMO Jon Evans.
L’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
With 26% of budgets being wasted on poor briefs and misdirected work, a new guide has been devised to help marketers deliver better briefs.
ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.
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The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.
Sebnem Erim believes emotional intelligence – in particular empathy – is as important as intelligence when it comes to building a global marketing career.
Cannes Lions may be a reflection of the best connected – rather than best – people in marketing, but when it comes to tackling issues from the reversal of women’s rights to inclusion, that’s not necessarily a bad thing.
The building society is on the lookout for a new CMO to replace Bennison, who has been chief product and marketing officer at Nationwide since 2016.
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