Why brands are creating ‘social contracts’ to build trust around data use
Consumers fears over data use are not fading so in order to build trust brands are creating a ‘contract’ with customers that enables them to take more control.
Performance-related pay: good for transparency but bad for creativity?
Charlotte RogersPerformance-related pay deals tie agencies to profit and loss, but creativity could be at risk.
Consumer confidence rebounds to pre-Brexit levels in September
Thomas HobbsBrits showed a renewed hunger to make big purchases in September, with Brexit concerns failing to dent consumer confidence.
Virgin Money’s CEO on beating fintech disruptors
Leonie RoderickVirgin Money’s CEO Jayne-Anne Gadhia explains how the Virgin brand impacts its communications, why ‘lounges’ are its best marketing channel and how it plans to beat fintech start-ups at their own game.
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.
