One-to-one communications are increasingly replacing above-the-line campaigns.
CMOs are shifting their focus and budgets from acquiring new customers to keeping them engaged throughout the customer journey, according to a new study.
With Coty acquiring social content agency Beamly as it gears up to buy beauty brands from P&G, agencies must keep up with client demands in order to survive.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.