As Sir Martin Sorrell claims brands are questioning the returns from digital marketing and P&G moves away from Facebook targeting, marketers are considering “rebalancing” their spend.
By Sarah Vizard
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.
After an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.
In a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.