Carlton has struck an exclusive deal with NTL Home in which the cable company will run an ad campaign for its telephone and internet service, NTL Freedom, in Carlton’s ITV1 regions. Freedom is aimed at residential customers outside NTL’s fibre-optic cable network. Carlton’s in-house design and commercial production team created the campaign, which breaks on June 16.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.