Ruth Mortimer

Editor of Marketing Week and content director for Centaur Marketing (Econsultancy, Marketing Week, Creative Review, Design Week, Celebrity Intelligence, Fashion Monitor, Year Ahead and Foresight News).

Ruth Mortimer

Getting to grip with the current buzz around digital

Ruth Mortimer

Feeling low on marketing inspiration? The old phrase ‘get your thinking cap on’ may not be too far off the mark. An academic study has found that a person’s ability to learn can be enhanced by wearing headgear sending a mild electrical current to the brain.

Ruth Mortimer

Paddy Power’s ‘mischief’ strategy with Pistorius ad is a misjudgement

Ruth Mortimer

Advertising designed to shock has always existed. It even has its own name – “Shockvertising”. But the last few years have seen a decline in such marketing, due to research showing that giving consumers a positive “nudge” is more effective in encouraging behaviour change. But it seems shockvertising is back. Paddy Power, Save the Children […]

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The many ‘deaths’ of digital marketing

Ruth Mortimer

Digital marketing is apparently dead. Procter & Gamble’s global brand building officer Marc Pritchard talked about the end of digital as something separate or distinct from general marketing in his keynote at Dmexco in Cologne, Germany, last September. Forrester has also recently mooted that we are now in an era of “post-digital” marketing.

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