The connection point between product and pack is essential to a consumer’s brand experience, so marketers must be willing to prioritise brand, product and pack equally, says MMR Research’s Vicki Hamilton.
Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
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.
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.
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.
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