With McDonald’s pulling its latest ad after just four days following consumer complaints, are more brands bowing to the pressure of social media and canning their creative to prevent further brand damage?
United Airlines found out the hard way that when crisis hits in the social media era, there is nowhere to hide. So what can marketers learn from the way brands including Pepsi, BrewDog, Samsung and Google have handled negativity?
FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.