The explosion of digital has brought changes in the marketing world, including creating roles for people with technical data skills. But in a male-dominated sector, how can women be heard and valued? TMW Unlimited’s Anna Foster shares her thoughts on how to overcome the challenges.
Last week’s Marketing Week Live 2015 saw some of the biggest names from the some of the UK’s biggest brands regaling and enlightening attendees with invaluable information they can take back to their brands to help them do their jobs better. There were many nuggets but the dominant takeaway for me was the way brands are turning data into insight to drive business performance.
With Thomson set to be rebranded to its German parent TUI, the latest brand tracking data suggests TUI might be wise to persist with the UK package holiday provider’s current branding.
McDonald’s announced last week that as part of its turnaround strategy it will stop “sweeping talk to millennials”. Nonetheless, reaching the 18 to 34 age group through aspirational marketing is a strategy many brands are still racing to employ.
With the results of a General Election, a new major campaign from Coca Cola and more setbacks for one of the UK’s big four supermarkets, here are five of the biggest stories from the marketing industry over the last seven days.
The percentage of brands taking their digital efforts in-house grew significantly in 2015, according to a new study, leaving digital agencies facing a big question over whether to specialise or consolidate.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Despite concerns that the role of chief digital officer could be on the way out, it actually appears to be alive and well as a new study predicts the number of CDOs will double this year.
Heineken is launching a new global campaign for its Sol brand after seeing “a significant jolt in brand equity” following the launch of its Sol Search tool last year.
Here is how a non-coalition, slim Tory majority will impact the marketing industry.
Marketers’ confidence is sure to rise at the prospect of a ‘stable’ majority government, according to IPA Bellwether Report author Paul Smith, as this morning’s polls show an imminent Tory majority.
New vodka launches don’t come along every day, particularly those targeted at women. However, global wine and spirits company Brown-Forman is looking to reach the female 19-24 age group with the launch of lower-alcohol fruit-flavoured vodka, lbd, which it claims taps into a demand for lighter drinks without being “diet-focused”.
I am always intrigued by the calls I get from headhunters. You know they are promoting an obscure brand when they talk up the vacancy and the package, but avoid the question about which brand you will be marketing.
Hyundai’s Message to Space and Google’s hunt for the Loch Ness monster topped YouTube’s leaderboard, which ranks popularity by combining views and engagement, last month, while emotional campaigns from Pandora and Dove also made their mark.
An ‘arms race’ is developing on social media as brands vie to create high-quality multimedia content, with those that fail to keep up standards with their videos and images risking a steady drop in awareness, engagement and conversion rates.