“If you want to make something really great, you can’t think about making it great for everyone. You have to make it great for someone. A lot of people but not everyone.”
Despite its “strong” start to 2016, advertising giant WPP, which owns agencies including JWT and Grey, says there is increased pressure on its clients as they find themselves having to compete with new disruptors like Airbnb and Uber as well handle a potential Brexit.
As Pinterest launches its first brand campaign we talk to head of marketing, Elie Donahue to find out why personalisation and the UK are key to its brand and strategy.
Fashion and beauty bloggers such as Zoella have won fame among the new generation of social media stars, but lesser known influencer content aimed specifically at men is gaining just as much traction with its target audience.
The ‘math men’ may claim big data hones your proposition to an individual consumer, but value is lost when you fragment media spend and the greatest brand benefits still come from large-scale creative campaigns.
Amazon’s move into the grocery market and innovation around one-click shopping is causing sleepless nights for John Lewis, according to its head of customer marketing Chris Bates.
While marketers want to bring data and creativity closer together, most brands are not set up to ensure the most effective merging of the two, according to marketers from Spotify and Marie Curie Cancer Care.
Ad blocking is not just a publisher issue, according to head of media and futures at Diageo, Isabel Massey, who believes that marketers aren’t doing as much as other parts of the industry.
With both iPhone sales and revenues falling in the second quarter, Apple is hoping a renewed focus on services such as mobile payments, apps and music streaming can cover the shortfall.
Roisin Donnelly, P&G’s brand director for Northern Europe, admitted to Marketing Week that it will be more challenging to engage the British public for the Rio Olympics with its latest ‘Thank you, mum’ campaign but that British patriotism and a unified brand approach will cut through.
Marketing Week returns with its MW Mini MBA in Marketing delivered by award-winning columnist and Professor Mark Ritson.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Halifax’s decision to use Top Cat in its latest campaign will make its marketing more “impactful” according to its marketing communications director Ros King. But the move comes as YouGov BrandIndex data shows that its advertising awareness levels have fallen at a statistically significant rate.
Very and Walt Disney have made it to the top of the leaderboard for YouTube’s most popular ads this month. Lancôme has also managed to secure two places in the top 10 with the Juicy Shaker ads, based on its new martini inspired products.
YouTube is launching a six-second ad format for mobile in a bid to adapt to changing consumer viewing habits and grab the attention of consumers who prefer watching videos on their phones.