Malibu is looking to capitalise on consumers’ “contactless payment behaviour” by turning 40,000 of its bottles into media platforms, offering consumers access to exclusive content simply by tapping their smartphone on the bottle.
The ‘attention minutes’ currency is gaining ground as marketers question the true relevance of an impression.
The debate about ‘digital’ tends to deny its existence as a distinct business discipline, but there is a substantial body of work to demonstrate the revolutionary thinking that makes it unique.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
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.