Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
This year the broadcaster’s is focused on age representation after new research finds less than a third of ads feature someone aged over 50 and when they do portrayals are often inauthentic.
Channel 4 focuses on the determination required to become a champion in the latest iteration of its Paralympics activity, as CMO Zaid Al-Qassab warns there are “still a load of outdated views out there”.
The latest IPA Bellwether data shows marketing budgets increasing for the first time since the onset of Covid-19, as brands are encouraged to “ramp up” ad spend to take advantage of pent-up consumer demand.
Diversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.
Brands can create memories and help support sales by offering innovative experiences for consumers at the time and place they want to engage.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
After launching its Green Cuisine range two years ago, Birds Eye is now looking to broaden appeal further among mainstream consumers by partnering with Team GB ahead of the Olympics.
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
The group wants to tap into a sense of ‘Virgin-ness’ with new campaign promoting the variety of rewards across its Virgin Red loyalty scheme.
The spot focuses on the now online-only department store’s delivery credentials, as it aims to drive both new and existing customers to the recently relaunched ecommerce site.