The rise of ‘social realism’ in advertising
Brands are increasingly using real people in their ads, as consumers reject flashy big-budget campaigns in times of austerity, but does this approach resonate with audiences?
How ‘real life’ ads impact on viewers’ emotions
Jonathan BaconAs more brands turn to real-life people and situations in ads to connect with consumers, Marketing Week studies the emotional responses these ads elicit in comparison to big budget campaigns.
The big debate: Is content marketing really nonsense?
Jonathan BaconAfter Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Most advertising is terrible, says Unilever
Jonathan BaconSenior marketers from Unilever and Sport England have urged brands to take more risks and nurture creativity.
‘Creativity only gets you so far’: Is it time for marketers to become financially fluent?
Matthew ValentineIs a lack of financial savvy holding marketers back from ascending to the top jobs in business?
Consumer confidence is up but progress feels like it is in ‘slow motion’
Josh StephensonPeople’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken a while to shift.
How the role of content is changing in 2024
Marketing Week PartnerThe rules of content marketing are evolving faster than ever – here’s why.
Unilever CEO: More focused business is delivering ‘improved’ growth
Niamh CarrollUnilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.