Computer game character Lara Croft is being taken on a world tour with pop band U2. The band commissioned exclusive footage of Edios Interactive’s Tomb Raider heroine. The character will be seen in action on a 7,000 sq ft video screen when the band performs its hit single Where The Streets Have No Name. Tomb Raider is one of the most successful video games to date, with sales of more than 1.5 million units. The cult appeal of its heroine will result in the release of a ‘Lara’ music CD later this summer.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Amid dire predictions and high-profile failures, local high streets are defying the supposed decline of physical retail thanks to shifts in shopping behaviour driven by long-term trends, not just Covid.
Switching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
The British Heart Foundation has seen income plummet during the pandemic, but it is looking to bounce back by uniting its marketing and fundraising teams and shining the light on research as part of its new strategy.