In the next instalment of our series exploring the effectiveness of media channels, we look at cinema advertising and its strength in targeting and ability to bring brands to life with 3D and now 4D experiences.
Marketing Week has scoured the latest business books and journals for this digest of recent articles on marketing.
Hugh Pile has had a varied career, having worked in a number of international roles for drinks giant Diageo before moving into the beauty industry to head up marketing for L’Oréal where he says his biggest challenge is managing complexity.
Charity partnerships have got to be true to the brand’s core purpose, according to Getty Images CMO Susan Smith Ellis, or consumers will not believe in the cause.
Confidence doesn’t come naturally to everyone but there are ways to boost it and control it that all marketers can learn. Ahead of their session at the Festival of Marketing, Virgin Red’s Helen Tupper and Sainsbury’s Sarah Ellis, share their tips and advice.
This year marks the first time a non-retail tie-up has topped C&E Advisory’s most admired corporate-NGO partnerships barometer.
Corporate-NGO partnerships are evolving. No longer are they simply a reputation building or fund raising exercise. It’s now about sparking innovation and spurring on societal and environmental missions through the sharing of contacts and knowledge.
The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role.
Digital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
Weetabix called on cereal brands to “up their game” in the efforts to reduce sugar in cereals, showing that its own brands produce a higher volume of sales of healthy cereal compared to competitors.
Marketers are increasingly using short-term metrics to measure marketing success but is it simply because it’s easier to do so or are they under pressure from senior leaders to deliver immediate results?
The closure of BHS, constant sales and empty store units make for a depressing picture of UK high streets but Christmas presents an opportunity to get consumers into stores and capture their attention on the move.
New research suggests marketers are at risk of alienating consumers if they mistime their Christmas messaging so using real-time behavioural data to target at key shopping times is crucial.
Social media is the channel of choice for driving brand engagement for over half of marketers, according to a Marketing Week survey, but is this simply because digital channels are easier to measure than traditional advertising?
Nearly four out of five marketers use ‘engagement’ as a metric to prove return on investment, new Marketing Week research has found, but only a minority believe senior leaders take the term seriously. So when and how should you be using it?