Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Second guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
With Captain Birdseye returning to British TV screens today (8 April) as part of Birds Eye new £8m campaign, both brands and experts have warned that the risk can sometimes outweigh the rewards when it comes to bringing back an iconic advertising character.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Tom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Nathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.
Dr. Martens says there is “more value” in the brand than it is currently charging, with the footwear maker “stronger than ever” after upping marketing investment.