Marketers overestimate consumers’ digital habits
New research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
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Sir Martin Sorrell: Facebook cannot claim a three-second view is the same as a TV ad
Sarah VizardThe boss of WPP believes more needs to be done to improve ad measurement and validation on social media sites.
Nestlé: Putting TV ads online doesn’t work
Sarah VizardBrand admits some of its online video advertising “hasn’t worked” and it is still learning how best to reach consumers on mobile.
Why live TV ads won’t work for every brand
Leonie RoderickAs live TV ads become increasingly popular among marketers, ITN Production’s head of commercials Adam Barnett explains how brands can make the most of the format – but warns it isn’t for everyone.
Why GSK has created a cross-functional team to ‘future-proof’ its brands
Manny PhamGSK Consumer Healthcare’s CMO Tamara Rodgers believes there are “too many” siloes within organisations today, as she works on building collaborative and agile teams.
How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Balancing skills and Tesco’s media play: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the rise of retail media to building marketing teams for success in 2022, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From ‘co-operation’ to ‘collaboration’: Will the rise of retail media reshape relationships with brands?
Michaela JeffersonWith the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.