Computer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.
Graduates across the UK face uncertainty over their degrees and career prospects in numerous sectors, yet marketing remains a solid vocation.
Where possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
For all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
Japan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
With its reported £100m cost, is the Brexit ad campaign really the best Britain can come up with?
The price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
Gen X marketers are apparently struggling to connect with consumers under 25, as their habits and values are so different, but without stereotyping there are a few simple approaches they can take.
While advertising awards have little commercial value to clients, they at least remind us that great ads are cheaper and more effective at driving purchase behaviour than relying on outsize media spend.
As BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’.
Planning a marketing career in a fractious economy is not easy, but there are seven clear stages anyone in search of a new job must go through.
Working with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
Brand-building doesn’t have to mean big-budget ad campaigns – for most, it’s about painstakingly using insight to create a reputation as the best product for the target market.
Brands that create anticipation will have a better chance of building brand value and a compelling user experience that is sought out by consumers time and time again.
With only a month until GDPR comes into force, the information available to consumers is dwarfed by the advice for businesses. The ICO should be trying harder to inform people of their data rights.