How to beat the ad blockers
Steve HemsleyWith 12 million active users of ad blockers, marketers will need to think about how to use media creatively to ensure their advertising reaches the right audience in 2016.
Month: January 2016
How connected cars are driving innovation
Jonathan BaconWith most major auto makers unveiling new plans for connected cars at the Consumer Electronics Show, the industry is set for unprecedented change over the next decade. But how should brands communicate the benefits of connectivity to customers?
Why Hungryhouse picked a marketer as its new CEO
Leonie RoderickHungryhouse has made marketing director Alice Mrongovius its CEO, a decision she said is down to the ‘ownership mentality’ instilled in her through working in marketing.
What brands can learn from election polling failures
Sarah VizardWith polling experts blaming “unrepresentative” samples for polls failing to predict the Conservatives would win the 2015 general election, should brands be concerned that their own data could be skewed?
Secret Marketer: High street retailers should focus on the benefits of being local to compete with digital
David CoveneyAs retailers announce their Christmas trading figures, it is interesting to note that those that did well credit their success to online sales almost without exception. In contrast, those that underwhelmed the markets blame digital competitors and their own inability to respond quickly.
Google launches real-time charm offensive for brands ahead of this year’s Super Bowl
Thomas HobbsWith the Super Bowl just over two weeks away, Google has launched a new real-time advertising platform as it aims to win over brands and match similar services already on offer at rivals such as Twitter.
How to sell yourself on LinkedIn
Michael BarnettAs LinkedIn hits 20 million members, data from the network reveals the most overused buzzwords and commonly claimed skills on marketers’ profiles.
‘Broadband industry needs to come together to tackle confusing and misleading advertising’
Leonie RoderickTalkTalk has come out in support of ASA research findings suggesting that advertising of broadband prices is likely to confuse and mislead consumers and that industry wide change is needed.
Marketer of the year Tanya Joseph on the future of ‘This Girl Can’ and Sport England’s strategy for 2016
Mindi ChahalThe UK’s marketing success story of 2015 was Sport England’s ‘This Girl Can’ campaign, which aims to make women of all ages and abilities more active. It won numerous awards at Cannes Lions 2015, including the much-trumpeted inaugural Glass Lion, celebrating advertising that promotes gender equality. The campaign, created with agency FCB Inferno, persuaded 1.6 […]
Can Coca-Cola’s ‘One Brand’ marketing strategy help sales pop?
Leonie RoderickWith the global roll out of its one brand strategy, Coca-Cola is making its “biggest strategic change in the history of the company”, according to the brand’s CMO Marcos de Quinto. Yet its biggest challenge is not a marketing one but an industry one – how to overcome declining consumption amid growing concerns over sugar.
Budweiser releases teaser for upcoming ‘Bud Party’ Super Bowl ad
Thomas HobbsBudweiser maker Anheuser-Busch has teased two Super Bowls ads for its Bud-Light and Shock Top brands, which feature US comedians Seth Rogen, Amy Schumer and T.J. Miller.
Facebook, MediaCom and culture minister Ed Vaizey on why collaboration is key for marketers
Thomas HobbsMajor creative brands were urged to collaborate with start-ups in order to help grow the UK economy at today’s Live 2016 event held by Creative England.
Alex Hesz: Ritson is wrong – ‘interactive’ and ‘digital’ mean very different things
Alex HeszThe premise of Mark’s article is that digital and interactive are synonymous, and that after ditching the first (correctly) we have ‘replaced’ it with the latter. On both counts, that is not the case. The two words demonstrably mean very different things. Digital is, as Mark quite rightly says, omnipresent. It’s like electricity. Everything that […]
Mark Ritson: Replacing ‘digital’ with ‘interactive’ is a mistake
Mark RitsonThe news that adam&eveDDB has dropped the digital designation from all its job titles came as no surprise last week. Despite the prevalence of the D word and the omnipresence of digital planners, digital strategists and digital marketers under every lamp post, nobody in the know ever doubted that the prefix would eventually become an anachronism.
How negative health reports are hitting trust in food brands
Lucy TesserasAn influx of negative news focusing on sugar, trans fats and misleading food labels has led to a distrust of brands and change in consumer buying behaviour, new research shows.