Brands need to find growth in uncomfortable places
Mindi ChahalMarketers need to find out why marketing communications work, rather than just measuring what is working, to discover new routes to market.
Month: November 2016
Diageo: Zero-based budgeting is ‘the new normal’
Leonie RoderickDiageo says that zero-based budgeting is “a requisite of being a world class organisation”, as it implements the measure for the first time this year.
Instagram lets retailers test shopping features
Sarah VizardInstagram is testing a way for retailers to share posts that include more product information and, hopefully, convince them to buy.
Condé Nast and Time Out on opening restaurants
Leonie RoderickAs the media landscape becomes ever more challenging, publishers are deciding to take a tastier route and open their own restaurants and cafes.
Disney: Data needs a beginning, middle and end
Charlotte RogersTo tell stronger brand stories marketers need to think about the way they structure the data journey, from the purpose of information collection to using specialist insight to go beyond simple behavioural metrics. Speaking at the Data Storytelling Conference today (1 November), Richard Ellwood, head of audience strategy EMEA at The Walt Disney Company, encouraged […]
Cocktail brands are succeeding by offering exceptional experiences
Dominic BurkeDominic Burke Managing director Cocktails are considered one of the highest marks of sophistication in the world of alcohol: synonymous with decadence and glamour. The Harvey Wallbanger. The Vodka Martini. The Old Fashioned. Names that have been uttered over dimly lit bars to finely clad gents across the globe for decades, perhaps over a century. […]
Why Unilever and P&G are pulling back from discounting
Leonie RoderickReliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
CMOs blamed first when companies miss growth goals
Rachel GeeA new study suggests a lack of understanding between the CEO and marketing is putting CMOs in the firing line.
To win influence, focus on hyperlocal communities
Erika CleggErika Clegg Co-founder It is good, of course, that digital marketing has allowed you to become highly selective about who your brands target and to track the results of those interactions, giving you much more power over your campaigning. However, the downside is that it has also passed a large part of the ownership of your brands’ […]
How to connect your physical product in a digital world
Nick MivalNick Mival Director On a recent visit to a friend’s house, I was proudly introduced to his new ‘virtual assistant’ called Alexa. Alexa is the personification of the artificial intelligence behind Amazon’s smart speaker Echo. Alexa has a growing number of daily tasks she can help you with, for example telling you about the […]
Why the focus on short-term marketing effectiveness is bad
Sarah VizardNew research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Burberry reveals a cinematic Christmas trailer
Thomas HobbsBurberry has enlisted Hollywood stars including Sienna Miller and Domhnall Gleeson for a three-minute festive film that celebrates its 160th anniversary.