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.
Tanya Joseph: Marketers only see older people through the lens of age
Marketers are forgetting that older people are consumers too, as they’re rarely featured in marketing campaigns and are only targeted with age-based products.
Tanya Joseph: Marketers must break into the innovation hot-house
Marketers need to get better at marketing themselves to ensure they are part of the innovation team and not just left to promote new products.
Tanya Joseph: In the era of Trump, think more about women
Donald Trump’s election as US president risks normalising contempt for women, but marketers can resist this by speaking to them with honesty and authenticity according to the architect of Sport England’s ‘This Girl Can’ campaign.
How marketing is working with finance to shake off the ‘us versus them’ attitude
While traditionally seen as adversaries pulling in different directions, today marketing and finance are forging close, collaborative relationships focused on delivering a shared vision for success.
UKTV on removing the tension between marketing and finance
A Marketer’s Best Friend: Fostering a strong degree of trust between marketing and finance has created an agile and forward looking environment at UKTV.
Bud Light hails relaunch a success as it looks to ‘cement’ positioning with TV push
The low-alcohol beer brand is boasting of a 27% repeat purchase rate since its return to the UK market this year, and claims young people who have fallen out of love with beer are among its biggest customers.
How are we still getting age in advertising so wrong?
Marketers are still failing to accurately portray the over-50s in advertising, despite extensive research showing a golden opportunity for brands that get it right.
