Tanya Joseph: We need to teach consumers why the internet is free
Marketers need to do a better job at explaining to consumers that the internet is free, thanks in large part to the advertisers that fund it.
Tanya Joseph: ‘Challenge, flag, report’ should be brands’ response to online abuse
Brands can no longer sit back and do nothing about online abuse. It’s time they stand up and take action to bring about positive change.
Tanya Joseph: International Women’s Day is more than just another sales opportunity
Before brands jump on International Women’s Day they should look at their own companies, their employment practices and how they engage with women.
Tanya Joseph: Brands need an ASA-style watchdog for harmful online content
Troll accounts and objectionable content are infesting social media, and Google and Facebook shouldn’t be allowed to mark their own homework. We need an independent body to determine what content is brand-safe.
Tanya Joseph: Seven ways to make 2018 a successful year
From GDPR to the need to address stereotypes, 2018 is already full of impending challenges, but meeting them early and head-on will give you the best chance of success.
Tanya Joseph: Men hold disproportionate power in marketing – that must change
Equality and diversity are good for business so why do men still hold the majority of the top jobs?
Tanya Joseph: Stress is never good so why do we make juniors suffer?
Making juniors frequently work long, gruelling hours will not generate the best work. People are much more likely to come up with great ideas when they are rested and relaxed.
Tanya Joseph: Stop treating women as accessories and recognise their purchasing power
Women play minor roles in ad campaigns in a variety of sectors from automotive to utilities, missing their decisive influence in the purchase process.
Tanya Joseph: New data laws are a chance to reset customer relationships
As the UK government announces plans to overhaul UK data protection laws, meaning the European Union’s General Data Protection Regulation (GDPR) will be transferred into UK law, Tanya Joseph asks what it means for marketers.
Tanya Joseph: The rules of crisis management have been forgotten
There are a number of rules brands must adhere to in order to survive a crisis and cause the least amount of brand damage.
Tanya Joseph: Ruthless targeting is key to modern elections
As with consumer marketing, insight is critical in an election battle. With a week to go until the General Election the Conservatives have keenly focused their campaigning on direct messages to swing voters in key marginal seats.
Tanya Joseph: For brand safety, look to insight not algorithms
Brand safety is not a new problem but businesses need to be even more vigilant in the digital world.
‘Marketers are at risk of being driven by data’ – Diesel CMO
Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
Unilever, Apple, Cannes Lions: 5 things that mattered this week and why
From Unilever’s Keith Weed calling out influencer marketing and other key moments from Cannes to the results of 20 years worth of salary survey data, we round up all the marketing news you need to know from the past week.
Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions
Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.
P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing
Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
