As the BBC’s Great British Bake Off wraps up its sixth series, new web search data shows that the programme not only sparks more interest in baking products each year but also drives purchase intent, with more consumers clicking through to online stores.
In their pursuit of a disruptive digital strategy, brands advocate shifting spend from high impact TV advertising to a personalised, content-led approach.
A clear majority of British parents want marketers to stop pushing gender stereotypes, with the concept of ‘fixed roles’ within the modern family fading.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.