In-depth features, interviews and insights into marketing’s biggest issues.
The Association of National Advertisers’ investigation into US media transparency has revealed how ‘pervasive’ rebates are. But it also reveals a lack of understanding about the media industry on the brand side and points to changes that must be made to boost the in-house talent pool according to marketers from Britvic and News UK.
The World Federation of Advertisers (WFA) is calling for the ad industry to come together to create global standards for digital advertising and a new international regulator to police the industry as it looks to stave off the rise of ad blocking.
The Economist has recently shunned TV advertising in favour of social channels where it believed it could better target it readers. But with improved TV technology, the brand is moving back to traditional mediums and using its digital learnings to draw people in.
Two years into its four-year deal to sponsor the UEFA Champions League, Japanese car marque Nissan is looking to weave Premier League winners Leicester into its ‘disruptive’ marketing strategy for 2017.
With the UEFA Champions League final taking place this weekend, we caught up with Ann Cairns, MasterCard’s president of international markets, to discuss the power of sponsorship, innovation and the importance of marketing within the company.
Changing career a number of times helped Our/Vodka’s Åsa Caap realise she is an entrepreneur at heart and that she thrives when she’s able to constantly to reinvent.
Benefit Cosmetics does not advertise or pay beauty bloggers yet it managed to increase market share to 38% in the premium mascara market thanks to a strategic partnership with Elle magazine and a video it produced for just £3,000.
Ann Lewnes, executive vice-president and CMO at Adobe, shares the moments that have shaped her career and led to her heading up marketing at a company that made $4.8bn (£3.3bn) in sales last year.
Marketers are increasingly tapping into the power of psychology to improve the impact of design and give their brands the cutting edge.
New Marks & Spencer boss Steve Rowe used his first formal set of results to lay out a five point strategy that he hopes will revive the brand by appealing to ‘Mrs M&S’ but also to those customers that shop infrequently at its stores.
TSB has made significant strides since it was relaunched in 2013. CMO Nigel Gilbert talks to Marketing Week about the importance of aligning all marketing activity to its core proposition and why it looks outside financial services for inspiration.
With Peroni and Carlsberg moving to offer consumers a more premium experience, beer brands are steadily exploring craft options when it comes to lager. Yet they must not forget their core offering.
The UK’s richest 1% are more switched on digitally than their peers and many opt for mid-level goods over upmarket alternatives so brands may need to realign their thinking in order to target to this group effectively.
Google used its annual I/O developer conference to lay out how it will move beyond the smartphone into artificial intelligence, messaging and virtual reality but what it didn’t do was explain the position brands will hold in this new future, raising concerns they could end up “making a deal with the devil”.
Robot hotel staff and virtual bank assistants have moved from science fiction to marketing fact, but systems that analyse customers’ data to give personalised responses must be used carefully to avoid appearing intrusive.