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Carlsberg shifts spend from TV to social content
Seb JosephCarlsberg is accelerating plans to redirect its marketing budget to social media content and away from traditional channels such as TV after declaring its ability to prove the effectiveness of content marketing is closer to becoming a reality.
Twitter doubles revenue but user growth slows
Russell ParsonsTwitter’s revenue more than doubled in 2013 as the slew of products it launched for marketers led to a surge in advertising income in the final quarter of the year but concerns over its profitability are likely to grow as losses widened and user growth slowed.
Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands
Niamh CarrollAllwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Almost half of large businesses leaning on innovation to grow
Niamh CarrollDespite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.