Unilever says it is adapting to the “titanic shift” towards people owning their own data by adapting its approach to marketing to drive trust, relevance and added value for consumers.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.
In a year that has seen campaigns shaped by virtual reality headsets, emojis and marketers focusing more on diversity and ad blocking, Marketing Week looks back at some of the key trends of 2015.
Warburtons’ campaign ‘The Giant Crumpet Show’ has been crowned the most successful Christmas TV ad of 2015 as new research shows that consumers are falling out of love with Christmas advertising clichés and that brands should instead look to make sure their ads are relevant to their brand message.
The Co-operative Food has had a radio ad banned after the Advertising Standards Authority deemed it to be “irresponsible” and guilty of glamourising binge drinking.
BMW has launched a marketing campaign that aims to bridge the gap between the physical and online worlds by letting customers buy a smartphone from their mobile phone as it looks to promote the launch of the first full service online car buying site.
Marketing Week is the media partner of parenting website Mumsnet’s third annual ‘Mumstock’ event, which aims to highlight that while brands have access to a lot of data around parents, many still get it wrong.
Cynical marketers are better marketers as they aren’t swayed by misguided enthusiasm, but the critical responses to the Chan Zuckerberg Initiative are unfair – they should use their money for whatever causes they want.
Following a recent column from Marketing Week columnist Mark Ritson calling into question the validity of brand valuations, three of the largest valuation companies joined him on the B2B stage at The Festival of Marketing to defend the process.
Spotify is to launch its “most concerted” global marketing effort to date to support the development of its ‘Year in Music’ initiative as it looks to keep people engaged by promoting music in the same way broadcasters promote TV shows.
Marketing Week columnist Mark Ritson is as well known for his colourful turn of phrase as he is his razor-like insight, the former bringing the latter to life. Relive some of his 2015 highlights, or “Ritsonisms”, below and the articles from where they were born.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
While many marketers might daydream about flipping their life upside down and launching their own product, few make this a reality. Former Red Bull marketer Huib van Bockel is one of the few, launching his own energy drink ‘Tenzing’. We speak to him to find out how marketers can make the leap to become business owners.
From scandal-ridden Volkswagen and FIFA to Twitter’s user struggles, we look at the brands, trends and people wishing for a better 2016.
Starbucks, Instagram and innovative outdoor advertisers were among the big winners of 2015. We look at the marketers that enjoyed an annus mirabilis.