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 I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Plans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.