Apology
We apologise for an error in last week’s Factfile, whereby The Sun and The Mirror figures were inad-vertently transposed in a chart on readership profiles.
Airbnb’s narrative and reinstating the CMO: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
‘Led by the process’: One flooring brand on upending category conventions
Josh StephensonWith 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
Controversial Apple ad ranks low with consumers and industry alike, data suggests
Molly InnesThe ad, which Apple has now apologised for, had a “less negative than you might expect” reaction from consumers, claims System1. However, it still falls short.