Brands are cutting ties with tennis star Maria Sharapova after she failed a drugs test, with Nike, Porsche and TAG Heuer the first brands to take action.
Campaigns celebrating female empowerment are being used by brands to advertise everything from deodorant to designer clothes.
To stem the loss of revenue from complicated customer journeys, it is essential that companies identify the problems their customers are experiencing, says UserReplay’s Darren Ward.
Influencer marketing is a wildly lucrative brainchild of the social media revolution, says Takumi’s Mats Stigzelius. But why are brands so reluctant to enlist the expertise of these creative professionals?
Brands have an opportunity to connect with their customers by using mail as both a short-term activation medium and a long-term creative engagement channel, says Royal Mail’s Jonathan Harman.
The connection point between product and pack is essential to a consumer’s brand experience, so marketers must be willing to prioritise brand, product and pack equally, says MMR Research’s Vicki Hamilton.
The out-of-home industry is showing advertisers that it can engage hard-to-reach audiences on the move, which is why it is a growing marketing channel, says Exterion Media’s Malcolm Stoodley.
The ‘measured man’ is the man of today; a cooking, paternity-leave-taking, dual-earner. But has marketing recognised this shift, asks JDO Brand and Design’s Crispin Reed.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Public Health England has launched its first brand since introducing Change4Life eight years ago, with ‘One You’ aiming to help middle aged adults avoid future diseases caused by modern life.
The average tenure of chief marketing officers in the US has dropped for the first time in a decade, meaning marketers now have to work even harder to prove their worth to the board.
Developing an agency’s own intellectual property in order to properly service its clients’ campaigns is imperative for growth, explains Neville Close at Undercurrent.
An ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
Ten years ago brand value was the single most important asset businesses used when deciding whether to acquire a UK company but its significance has decreased as the shift to digital marketing and the increasing use of personalised communication makes a brand less important than its customer base.
From Amazon’s unexpected tie-up with Morrisons to a new controversial emoji campaign raising awareness about women’s periods, this is what went down in the world of marketing this week.