This year’s Christmas ads, which have been described as “disappointingly anonymous” and like “unimaginative shop windows”, reflect the challenging retail landscape and sombre mood of the nation.
The KFC chicken crisis caused by DHL’s delivery failures could have been disastrous, but a rapid strategic response has ensured the brand will benefit long-term from increased awareness and a boost in consumer demand.
Brands don’t run global marketing campaigns because it makes creative sense or is what customers want, but because it saves money, according to advertising guru Sir John Hegarty.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
When the Department of Health launched its colourful Change4Life campaign in 2008, childhood obesity was at alarming levels. How has the campaign evolved over the past 10 years and has it really led to a change in attitudes and behaviour?
It’s arguably one of the most prestigious sports tournaments in the world but Wimbledon says a brand refresh and new tone of voice will prove to fans it’s not the “ivory tower” people may think it is.
The FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
With the PPI deadline fast approaching, the financial industry’s regulatory body is making a last-minute drive to educate consumers, but the challenge is ensuring it remains authoritative without being boring.
New advertising rules around gender stereotypes come into force today after the UK ad watchdog determined harmful stereotypes in advertising can contribute to inequality in society.
Channel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
Santander is moving away from talking about prosperity in its advertising to instead focus on what’s possible as it looks to differentiate from competitors and make its purpose “less nebulous”.
Walkers has enlisted the help of the Spice Girls as it looks to create “talkability” around the brand and boost its appeal among “millennial families”.
Forty years since it first aired, Hovis is bringing its “timeless” advert The Bike Ride back to TV to win over a new generation of consumers.
Lidl is focusing on the ‘big on quality’ aspect of its brand strapline, rather than ‘Lidl on price’, as it looks to make its points of difference clearer and convince more shoppers to “keep coming back”.
EDF Energy believes consumer perceptions of energy companies are improving, which has opened up an opportunity for the business to talk about more than just price in its new low carbon campaign.
The gin market has exploded since Sipsmith started 10 years ago, and with competition rising the “pioneer” of craft gin is hoping to “supercharge” its brand.
The marketing team has worked closely with the players, including captain Eoin Morgan, to create a campaign that aims to highlight the diverse nature of the team and build excitement among young cricket fans ahead of the first World Cup in England for 20 years.
The bank is trying to tackle the “huge” financial confidence gap between men and women with a campaign that apologises for past behaviour and promises to smash stereotypes, but it’s already proving polarising.
Carlsberg looks to bring its ‘Probably not’ campaign to a wider audience as it says it has been “overwhelmed” by the positive reaction so far, although it is too early to tell if it will lead to long-term success.