UK ad market to finally recover from recession
Rachel GeeSpend on UK advertising will finally surpass pre-financial crisis levels next year as marketers turn to emerging formats on mobile, social media and native.
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Five ways brands can better manage millennials in the workplace
Helen TupperMillennials will account for 50% of the global workforce within the next four years so brands need to understand how to manage them more effectively. That means creating a collaborative environment where people are continually challenged so they don’t get bored and allowing them to take ownership of their development, says Helen Tupper, careers consultant and head of marketing at Virgin Red.
BHS administration proves brands reliant on heritage are vulnerable
Thomas HobbsWith confirmation today (25 April) that BHS has filed for administration, its demise is proof that brands can no longer ride on past glories and must innovate to survive.
Mark Ritson: Coke is smart to simplify its designs, but that won’t save it from decline
Mark RitsonDespite being ridiculed, Coca-Cola has made the right branding move by using its red circle logo as a visual code on the cans of all its product variants, but with fizzy drinks declining it’s no more than delaying the inevitable.
How brands can target sports fans ahead of the Rio 2016 Olympic Games
Mindi ChahalWith just over 100 days to go until Rio 2016, brands stand to benefit greatly from being associated with the major sporting event as research reveals a third of people define themselves as ‘obsessed’ with the Olympic Games.
Max Factor makes brand interactive as it connects ‘digital and physical world’ with scannable app
Leonie RoderickMax Factor is making all of its 500 products scannable through an app, which will provide the consumer with tailored content and reviews, in a bid to “revolutionise the world of cosmetics and the retail sector”.
Starbucks plots real-time personalisation as it looks to boost loyalty
Sarah VizardStarbucks is planning to expand its use of personalisation beyond email and into mobile as it looks to boost loyalty, increase sales and improve efficiency.
Alphabet talks up ‘incredible momentum’ in advertising as ‘moonshot’ YouTube booms
Thomas HobbsGoogle parent Alphabet talked up the success of YouTube and said the shift to mobile is helping it better understand its users despite sales disappointing analysts in the first quarter.
Marketing leaders urged to have ‘more emotional conversations’ about workplace stress
Jonathan BaconAs stress levels in the profession continue to soar, marketing leaders need to pay closer attention to the emotional needs of their teams, a panel at Advertising Week Europe has warned.
Paul Geddes on turning Direct Line into a brand-driven business
Jonathan BaconThe CEO and former marketer is committed to creating differentiation in what many consider a commodity marketplace.
The uncomfortable truths about marketing: agency siloes, image problems and data obsession
Leonie RoderickWhile brands and agencies love to celebrate their successes, there are certain issues such as an over-reliance on data and a siloed approach to work that too many marketers are avoiding talking about according to top marketers from Sainsbury’s, Unilever and Travelex.
How Leon got maximum value from minimum spend
Jonathan BaconRestaurant chain Leon has increased its outlets by 50% over the past year and grown breakfast sales thanks to a carefully orchestrated campaign done on a minimal budget. In the second of Marketing Week’s shoestring marketing series, marketing manager Saskia Sidey explains how.
When marketing fashions change, focus on the timeless classics that never go out of style
Secret MarketerThe core fundamentals of marketing will not change so in times of flux learn the ideas and frameworks that have stood the test of time.
YouTube attacks brands’ TV ad spend with claims it can offer better ROI
Sarah VizardYouTube is challenging how much marketers spend on TV, saying that in 80% of cases brands “can confidently double their spend on YouTube” and still get better ROI, but is YouTube really competition for TV or should it be focused on how it complements?
Instagram users and advertisers will ‘embrace’ timeline changes, says Facebook’s UK chief
Thomas HobbsFacebook’s UK chief Steve Hatch insists that changes to the order of user’s Instagram timelines has full support from both advertisers and users.