Marketing is often viewed as an expense rather than a revenue generator, but now savvy brands are creating content operations to deliver new sources of direct income, as well as brand awareness.
FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.
Having launched its first TV campaign two years ago, River Island is hoping a renewed focus on marketing and a new partnership with Snapchat can help it stand out amid growing high street competitiveness.
Macmillan Cancer Support is prepping a radical brand overhaul, as it looks to introduce more people to the brand amid increasing cancer rates.
Amazon has launched its Dash Button service in the UK, allowing consumers to order and restock products with the single push of a button.
British consumers showed a renewed hunger to make big purchases in August as Brexit fears started to ease.
Diageo’s Captain Morgan brand has questioned why the ASA banned one of its TV ads, claiming the ad is not irresponsible and does not imply alcohol could enhance an individual’s popularity.
Making LGBT consumers visible in marketing is the best way to improve brand sentiment while attracting the best possible talent.
New research suggests marketers are at risk of alienating consumers if they mistime their Christmas messaging so using real-time behavioural data to target at key shopping times is crucial.
Are brands regretting devoting too much marketing budget to digital channels, as Sir Martin Sorrell suggests? That depends on whether they’re investing strategically to achieve objectives or tactically to follow the crowd.
Twitter has introduced its promoted stickers to the UK for the first time but does the tool have what it takes to tempt brands?
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
From Malibu’s new connected bottle to ad agency changes for Sainsbury’s and M&S, it has been a busy week in the world of marketing. Here are five of this week’s biggest stories.
As Sir Martin Sorrell claims brands are questioning the returns from digital marketing and P&G moves away from Facebook targeting, marketers are considering “rebalancing” their spend.
Brands that are inclusive of the LGBT community are more likely to be perceived as welcoming of other minority groups too but LGBT representation is still “noticeably lower” than other areas of diversity, says Stonewall’s Joey Hambidge.