Mark Ritson on what makes stupendous and stupid marketing
Mark Ritson, our award-winning columnist, consultant and marketing professor, gives his views on millennials, targeting and digital marketing.
By Sarah Vizard
By Sarah Vizard
By Sarah Vizard
Marketers tackle the big issues at Marketing Week Live
Sarah VizardFrom addressing ad blocking to getting c-suite buy-in on insight, marketers at Marketing Week Live did not shirk away from discussing the challenges facing the industry and trying to come up with solutions
Disney: ‘People are not walking around thinking about brands all the time’
Sarah VizardDisney’s head of audience strategy Richard Ellwood says brands must focus on making their brands relevant to people’s lives and ensure they are not overwhelming them with choice if they want to drive interest and sales.
Diageo: ‘Marketers are not taking the ad blocking issue seriously’
Mindi ChahalAd 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.
Advertising returns a short-term ROI of £1.87 for every pound invested, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
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.
