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The retailer is hoping to create a more emotional connection with consumers as it debuts Christmas marketing activity it claims is ‘not just a traditional ad campaign but a customer experience campaign’.
Tesco’s brand reputation has been negatively affected after Tesco Bank was targeted by hackers last weekend, which saw cash stolen from 9,000 current account holders.
The emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.