Tide’s award-winning Super Bowl ad is the best of marketing and creativity
Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
Whether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
Analysing £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.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies 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.