2016 trends: What will impact your business next year
Marketing Week ReportersOur own (non-exhaustive) list of the issues to keep an eye on in the next 12 months.
Our own (non-exhaustive) list of the issues to keep an eye on in the next 12 months.
The National Trust is shifting its digital strategy to encourage people to see their membership as a contribution to the charity’s cause of preserving historic buildings and landscapes rather than as a season ticket to a number of attractions as it looks to boost engagement.
I am often asked about the core skills to become a CMO with a major brand. Having considered this, I believe one of the measures that sets apart a true leader from a wannabe is their ability to orchestrate and coordinate a group of disparate individuals – both within the team, and across one’s agencies – […]
While many companies try to innovate, they are often doomed to fail. But according to senior marketers at Unilever, Britvic and L’Oréal there are various steps brands can take to ensure their product makes it through the critical first two years – from taking a closer look at customer behaviour to having a wider purpose.
Brands’ use of social media has evolved from clumsy attempts to engage customers to slick content marketing, but as social networks push their advertising products brands must decide whether they need to invest to grow their reach.
With 2016 almost upon us, marketers have been urged to move towards a ‘channel agnostic’ display strategy and merge their social and display advertising teams to improve consistency.
The Marketing Academy is asking for nominations for its 2016 Scholarship programme, a year-long scheme that aims to give the marketing industry’s rising stars the skills to become leaders in the future.
Kanye West’s excessive swearing, Kim Kardashian’s awkward selfie with Ant and Dec and Madonna’s fall on stage all contributed to the Brit Awards 2015 becoming the most tweeted about UK TV show of the year.
It is the time of year when we can look back on what we have achieved as an industry in 2015, and look forward to what the future may bring.
Joel Benenson is the only pollster to help win three US presidential elections for Democrat candidates, first with Bill Clinton then twice with Barack Obama, and he hopes to win a fourth with Hillary Clinton in 2016. He tells Marketing Week how both brands and politicians can tap into the ‘hidden architecture’ of public opinion.
While it is perhaps a tad unsurprising, almost all of this month’s top YouTube ads have a festive touch to them. But which Christmas ad reigned supreme? Here’s the rundown of the top 10.
It has been one year since Aviva CMO Amanda Mackenzie joined Richard Curtis’s Project Everyone in a bid to change the world for the better. She tells Marketing Week what working towards the UN’s global development goals means to her.
Kellogg’s will use its sponsorship of Team GB during the upcoming Olympic games in Rio next year to reaffirm its presence with British consumers and place its products at the forefront of people’s minds.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.
Marketing Week is the media partner of parenting website Mumsnet’s third annual ‘Mumstock’ event, which aims to highlight that while brands have access to a lot of data around parents, many still get it wrong.