The plaudits John Lewis’ latest Christmas ad blockbuster has received appears to be translating into an increase in the most important metric for any marketing campaign – sales.
With the rise of his AdBlock Plus software championing a consumer backlash against online ads, Tim Schumacher advises marketers to get creative or get lost.
Tom Malleschitz, Chief Marketing Officer at Three UK, was on the Content Marketing stage at the Festival of Marketing discussing how brands can embrace the rise of user-generated content and use it to their advantage.
Brands are looking to shake up traditional advertising techniques and market sectors with content marketing strategies that overturn conventions and create new business opportunities.
Using transactional data to guess customers’ motivations gives a limited backward-looking view. Brands must use social data to add personality to their insights, according to dunnhumby founder and Starcount chief data scientist Clive Humby.
This year’s Festival of Marketing, which saw speakers from Lord Sugar to Monica Lewinsky, provided insight on marketing’s biggest issues.
Ebay is introducing a new set of targeting tools that provide advertisers with more in depth personalisation as the brand hopes to become an industry leader in predictive targeting.
Technology firm Philips says it wants its brand to be seen for ‘more than TVs’ as it launches an emotional new ad that shows it teaching people, living with chronic respiratory illnesses, how to sing.
Snack subscription brand Graze is opening up its ecommerce platform and products to non-subscribers as it seeks to attract a larger audience and disrupt the snacks market.
When a footballer retires it isn’t unreasonable to expect a route into coaching or punditry yet two times Champions League winner Edwin van der Sar was more tempted by the world of marketing.
Vodafone has partnered with Snapchat and Monica Lewinsky for ‘anti-bullying week’ as it offers users on the platform unique emojis that feature the slogan ‘Stand Up to Bullying’ and its hashtag #bestrong.
Heineken’s global marketing director Søren Hagh on why the brewing group is prioritising digital and quirky storytelling, the challenges of competing with craft beer and his thoughts on AB InBev’s buyout of SABMiller.
Much has changed in the five years since the Marketing Academy launched and marketers have never had as much opportunity to start steering businesses.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Over the past few weeks, I have had the pleasure of rubbing shoulders with a number of my peers in the marketing industry at awards nights and conferences. This is always a healthy experience, as we can chew the fat on what is really happening in our world, as well as compare notes on the challenge impoverished CMOs are faced with when sat around the boardroom table.