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Placement can work with TV spot ads
Marketing WeekRoger Llewellyn is quite wrong to try and promote interest in product placement on British TV screens by raising the spectre of ad-skipping (MW 6 January). Product placement serves very different brand objectives to TV ads – this is demonstrated by Ipsos, which has research from the US that shows TV spot advertising integrated with […]
Social media marketing’s shot in arm
Marketing WeekThe launch of Asos.com’s fully-transactional Facebook shop, allowing people to buy from within the social network (MarketingWeek.co.uk, 18 January), is a huge vote of confidence for social media marketing. And with more people happy to carry out online transactions via social platforms, affiliate marketing will inevitably begin to reach out to this channel too. We […]
Charities lead way when it comes to flexible working
Marketing WeekRichard Madden’s piece about what commercial marketers can learn from charities (MW last week) was a refreshing change from the patronising and uninformed attitude I often come across when individuals from the commercial sector share their skills and knowledge with the charity sector as if the latter is staffed by unprofessional do-gooders. I then turned […]
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.