Why emotional reactions are a better indicator of behaviour
Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.
Adidas on redefining influencer marketing through dark social
Charlotte RogersDark social squads of hyper-connected brand advocates are fuelling Adidas’ bid to become the “hottest social currency” in football.
Fitbit is moving further into healthcare
Leonie RoderickFitbit is focusing more heavily on healthcare, as it looks to produce products that aid consumers with chronic health conditions such as diabetes and cardiovascular disease.
Nestlé’s global head of marketing on why he hates ‘data-driven marketing’
Sarah VizardTom Buday speaks about tech innovation, staying creative and why marketing should remain people driven, not data driven.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
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.