Great marketing can come from anywhere so keep your options open
Russell ParsonsMarketers should be executing the strategic objectives of their brand with the most appropriate tools available but what could be the most engaging and impactful channels are being overlooked in the race to be new.
Lager brands discover the power of craft
Leonie RoderickWith 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.
M&S looks to more closely align marketing and digital as it puts ad account up for pitch
Sarah VizardMarks & Spencer is looking to make sure its brand is sending customers the same message whether they shop in-store or online or sees its advertising on TV or mobile as it puts its ad account up for pitch.
Smart marketers and lip smackin’ ads: Your Marketing Week
Russell ParsonsAt 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 championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Neuroscience can teach marketers to tell better stories
Laurie Castelli-GairNeuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Airbnb hails early results from shift to brand building over performance marketing
Michaela JeffersonThe travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
How marketers can escape the ‘productivity paradox’
MaryLou CostaBeing consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.
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