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.
The potential of artificial intelligence to carry out tasks and even exceed human intelligence is vast, but it will struggle to replicate the apparent human frailties that are, in reality, the source of creativity.
Since the snake convinced Eve to taste the forbidden fruit in Genesis, marketers have been breaking rules, but to earn back consumer trust they need to make a new commitment to behave responsibly.
The most effective advertising triggers consumers’ emotions, but brands with mundane products find it hard to achieve – with these being the most difficult to get right.
There are more similarities between gaming and marketing than you might realise as brands tap into the human desire ‘to win’.
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequence to boost the number of people it reaches.
We arm marketers with all the numbers they need to tackle the week ahead.
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
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