The truth in advertising
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
John Lewis is to up its digital innovation spend by 25% next year to try and break down the barriers between its on and offline retail channels as it looks to gain a single customer view.
Confidence levels among the UK’s biggest brands continue to ensure that the majority are still predicting 2014 marketing budgets will be markedly up on what was set at the beginning of the year. However, the fear of macro-economic headwinds is continuing to cloud the long-term with 2015 growth expected to be half of what is predicted for this year.
The relationship between a CEO and marketing department is not always an easy one.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.