Commercial TV’s decline is faster than we thought, but no one knows what’s next
Mark RitsonThere is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
There is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
As the NBA faces calls to update its logo with Kobe Bryant’s image, more marketers should consider being playful with their brand imagery rather than acting as the brand police.
As The Guardian stops taking fossil fuel ads, marketers should take a similar stand and end big oil brands’ strategy of distracting the world from the harm they are doing.
Everyone gets something blown in Vegas. For our star columnist it was his mind. By innovation. At the annual Consumer Electronics Show.
For all their trendiness and disruptive rhetoric, most direct-to-consumer brands do nothing new, and ultimately rely on traditional marketing and retail channels to scale and grow.
The ‘Matesong’ campaign is a wonderfully executed piece of advertising but Australia’s bushfire crisis has sadly changed the country’s image – perhaps forever.
Marketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
Renault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Apple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
If you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Interbrand is a respected name in brand valuation, but its proposal to replace brand positioning with ‘iconic moves’ demonstrates a lack of strategic sense.
Our columnist finds to his horror that he’s reached his limit of LinkedIn connections, with requests building up faster than he can cull.
McDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.