Disney is playing a bigger game in its box office battle with Scarlett Johansson
Jo RobertsBlack Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences
Jo RobertsInvestment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
Mars on the value of adopting an ‘ROI++’ mindset
Jo RobertsWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based madness: The new craze in B2B
Jo RobertsAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.