Instagram at 5: Turning marketing momentum into a billion-dollar ad business
Sarah VizardThere is huge momentum behind Instagram as a marketing platform but to ensure its longevity the site must do a better job of educating brands
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Digital giants dominate the best global brands list as Facebook rises through the ranks
Leonie RoderickMore than a third of the 100 most valuable global organisations are technology brands, according to Interbrand’s annual ‘Best Global Brands’ report.
Good news CMO – you’ve just become the chief value officer
Ruth MortimerThe chief marketer job title is endlessly being rebranded. But every so often, a pitch for a new acronym makes sense when you look beyond the initial idea.
Three key takeaways from Nestlé, TUI and Mastercard at Get With The Programmatic
Thomas HobbsWith senior marketers from the likes of Mastercard, Nestlé and Tui attending, here are the three key takeaways from Marketing Week and Econsultancy’s Get With Programmatic event.
5 things you need to know this week
Thomas HobbsWith Aldi announcing its first foray into online groceries and Starbucks launching mobile ordering in the UK, it’s been another eventful week in the world of marketing. Here are five of the most important stories of the last seven days.
MasterCard says Champions League remains ‘powerful’ despite failure of English teams
Thomas HobbsDespite English teams failing to reach the Quarter Final stage last season and already losing five out of their 8 opening group games in the latest campaign, MasterCard’s group head of global media Ben Jankowski insists that the Uefa Champions League remains alluring for UK sponsors.
IPA aims for more racial diversity as it revamps its graduate scheme
Thomas HobbsThe Institute of Practitioners in Advertising is introducing a new three-year programme to improve diversity within the advertising industry as it targets a rate of 1 in 3 graduate placements being black, Asian and minority ethnic (BAME) among its 300 plus member organisations.
Promotions lose lustre as consumers grow weary
Michael BarnettPromotions are struggling to prove their worth as consumers turn their backs on them and increasingly opt for convenience shopping, yet the one tactic retaining its appeal – loyalty cards – is the one most maligned by brands.
It is a brand’s role to help consumers be responsible citizens
Keith WeedWhat do Ban Ki Moon, Bill Clinton and Beyoncé have in common? No, it’s not the start of a bad joke, but rather a snapshot of the people who were in New York City last week, all with the same aim – galvanising people to take action for the good of our planet.
Marketing still has a diversity problem – here’s what it can do about it
Sarah VizardDiversity is top of the marketing agenda however a new study shows that the industry is is failing to reflect the communities it serves and actors Lenny Henry and David Oyelowo have bemoaned the predominantly white, middle class men at the top of the creative industries.
TV ads at 60: How they’ve changed and the most effective ads ever
Mindi ChahalAs it reaches its 60th birthday, UK TV advertising has evolved from being information-heavy to prioritising clever creative that triggers emotion and uses humour to entertain viewers. Targeted content that can transfer across different screens and marketing channels is also rising up the agenda, thanks to changing consumption habits and new technology for media buying. […]
Consumer confidence takes a tumble as shoppers worry about the economy and migrant crisis
Leonie RoderickWeak Eurozone growth and the potential effects of the migrant crisis have led British shoppers to become less confident about household spending, as GfK’s UK Consumer Confidence Index dropped four points in September.
YouTube boosts ecommerce credentials with ‘shopping’ ads
Sarah VizardYouTube is looking to make it easier for consumers to buy products from the videos they are watching as it looks to boost its ecommerce credentials and better compete with Amazon and eBay for marketers’ ad budgets.
Amazon expands online grocery offering with trial in London and Birmingham
Sarah VizardAmazon is expanding its online grocery service in the UK to include frozen and chilled products as it ups competition with the supermarkets in the ecommerce space.
Amazon Fresh: Should the UK supermarkets be afraid?
Thomas HobbsWith Amazon expanding its online grocery service to include chilled and frozen food, should the supermarkets be concerned?