The emotional connection that makes a consumer want to buy comes from making them feel the truth of what the brand promises, according to the founders of branding and design agency JDO.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
It’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
The former Marks and Spencer, Mothercare and Save Children marketing boss replaces Phil Edmonds at the helm of the marketing consultancy.
Mark Read has been in the WPP hot seat for a year. He tells Marketing Week editor Russell Parsons about being tasked with serving more demanding clients in the face of profit pressure and increased competition.
Former EMI CEO and BBC marketer will join marketing production services provider in January.
In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
Given the ad industry voted overwhelmingly to remain, working on the government’s £100m Brexit campaign presents a bit of a dilemma.
The advertising veteran and Ogilvy vice-chairman explains what needs to be done to propel marketing up the value chain, the folly of trying to apply science to marketing and the battle between effectiveness and efficiency.
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
Mark Read says that while WPP has seen greater demand to bring client and agency teams closer together, in-housing still remains too big a challenge for most companies.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
The merger of Wunderman and JWT into Wunderman Thompson shows the key challenge of consolidating agencies: while necessary, it’s complicated by their commoditisation and lack of differentiation.