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Carlsberg shifts spend from TV to social content
Seb JosephCarlsberg is accelerating plans to redirect its marketing budget to social media content and away from traditional channels such as TV after declaring its ability to prove the effectiveness of content marketing is closer to becoming a reality.
Twitter doubles revenue but user growth slows
Russell ParsonsTwitter’s revenue more than doubled in 2013 as the slew of products it launched for marketers led to a surge in advertising income in the final quarter of the year but concerns over its profitability are likely to grow as losses widened and user growth slowed.
UK ad spend hits £36.6bn in 2023 amid real terms contraction
Molly InnesWhile the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Nationwide: Marketers should stop framing advertising as an investment
Grace GollaschMarketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.