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What brands can learn from supermarkets’ service
Mindi ChahalSupermarkets are the surprising leaders in a new poll of customer service ratings, with financial services, energy and telecoms brands falling far behind, suggesting there is a great deal marketers can gain from looking outside their industry and personalising interactions.
How John Lewis, Pixar and Lloyds inject emotion into their marketing
Thomas HobbsProgrammatic and digital advertising is increasingly about the data but many brands are concerned they are losing the emotional touch. At Quantcast’s Supernova event in London today (21 October) Lloyds explained how it wants to make its digital advertising as emotive as its TV campaigns while the agency behind John Lewis’ ads explained why data is not the answer to everything.
The RNLI on why it has become the first charity to switch to opt-in comms
Sarah VizardThe RNLI is fundamentally changing the way it contacts people, becoming the first charity to switch to an opt-in model as it looks to puts its supporter back in control after a year in which the sector has come in for widespread criticism of its fundraising practices.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies 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.
Primark bolsters brand investment as it looks to ‘go beyond’ price, product and stores
Niamh CarrollThe retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.