Why brands are creating ‘social contracts’ to build trust around data use
Maeve HoseaConsumers 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.
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.
HSBC is on a journey to overhaul its approach to research, scaling back large stand-alone projects in favour of more responsive ways to gain insights that are valuable for the brand and its customers.
In a world where new products increasingly need a compelling story and purpose, are we getting too hung up on short-term sales forecasting and the breadth rather than the strength of their appeal?
The summer has shown the phenomenal pulling power of sport and while it is not always the big brands that win over the consumer, choosing the right promotion vehicle will always be crucial no matter how large or small the brand.
First Utility has previously positioned itself as a challenger to the ‘big six’ energy providers but the brand’s CMO thinks it can be known for much more than that.
Despite the Association of National Advertisers (ANA) claiming agencies are aware and regularly mandate controversial practices including cash rebates, David Wheldon, CMO of the RBS Group, says “too many marketers” still have their “heads in the sand”.
Facebook has launched ‘Marketplace’, which allows users to buy and sell items from their local communities.
TalkTalk hopes its new ‘This Stuff Matters’ campaign can win back brand trust following last year’s high-profile hacking scandal.
Finding talent is marketers’ biggest issue, yet they outsource hiring to agencies who don’t understand marketing. The Secret Marketer’s first rule of recruitment is: read every single application.
In a bid to grow brand awareness, Ovo Energy has appointed Dyson’s Adam Rostom as its new chief marketing officer.
Donald Trump has succeeded in appealing to voters’ emotions during the US presidential campaign, but marketers should not rush to copy the tycoon’s tactics.
Britvic says brands should take a local approach when it comes to charity initiatives, as consumers sometimes “struggle to get a handle on” international campaigns and see their benefits.