What role can modelling play in recovery from Covid-19?
Charlotte RogersModelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
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Government rolls out junk food ad ban
Charlotte RogersThe government is banning junk food advertising on TV and online prior to the 9pm watershed as part of a £10m campaign aimed at tackling obesity in response to the Covid-19 pandemic.
Marketing effectiveness, Coca-Cola’s brand cull, tackling racism: Your Marketing Week
Sarah VizardWith Russell taking some much needed holiday, it falls to me to look at the key stories from this week, offering my view on what they mean for you and the industry. From Coca-Cola’s brand cull to Unilever’s marketing plans for the recovery and the role of effectiveness, it’s been a busy week. Here is my take.
Avoiding the long, slow death: How Coca-Cola’s brand cull will help it bounce back from Covid-19
Molly FlemingThreatening to cut up to 200 ‘zombie’ brands might sound drastic but coronavirus provides companies with the opportunity to scrutinise their financials and clarify their strategies, if they are willing to take it.
Advertisers ‘deeply concerned’ by proposals for junk food ad ban
Sarah VizardThe ad industry is calling for the government to reconsider reported plans that it could junk food ads, saying it could damage the coronavirus recovery, jobs and people’s livelihoods.
Consumers spending less and saving more as economic cost of Covid becomes clear
Sarah VizardHowever, with views on their financial situation picking up, brands that restate their value and values could pick up sales as savings turn into spending.
Customers’ benevolence won’t keep brands alive – we serve them, not the other way round
Mark RitsonBrands can’t expect customers to behave generously, or even reasonably, to save them from the Covid crisis. They must accept their situation with humility and find new ways to offer value to their markets.
‘We have kept some powder dry’: Unilever to invest heavily in ad spend as lockdowns ease
Sarah VizardUnilever cut brand and marketing spend in the first half as coronavirus restrictions hit, but as lockdowns ease it is planning to “invest heavily” behind its brands and innovations.
Lo-fi vs big budget: What is the future of ad production in the Covid era?
Matt BarkerThe industry is keen to flex its creative muscles, but will budget-busting flamboyance look badly out of place as consumers edge out of lockdown and into a recession?
How smart content management is key to successful retailer and brand marketing
Alan PorterContent marketing, particularly around products, is now key to creating personalised customer experiences, and marketers need to invest in the right technology to manage it.
Racism is not just a news story, it’s a disease all marketers should fight
Tanya JosephThe media frenzy around Black Lives Matter might have subsided but the issue has not – racism is still prevalent and we must all use whatever influence we have to remove it from our workplaces and our society.
The Olympics’ new marketing strategy: Going ‘direct-to-people’
Matt BarkerA digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
Unified data: the key to understanding post-lockdown consumer trends
Steve HemsleyShifting consumer mindsets during the pandemic mean brands need to take action on data in real time, but this is only possible when silos are broken down.
Marketoonist on customer experience
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers
Molly FlemingCoca-Cola has promised to weed out brands that are not working and streamline its innovation pipeline as it looks to recover from the pandemic faster than its competitors and the global economy.