If programmatic actually works and connects the worlds of social, digital and traditional media, we have a potential solution for what ails marketers worldwide.
Marketers from Paddy Power, KFC, Mondelez and British Gas are among 30 executives who will be taking part in the Marketing Academy’s Scholarship Programme this year.
Content creators are becoming a common addition to marketing teams, with marketers and ‘brand editors’ sharing an understanding of commercial and editorial goals, but questions remain over how to measure effectiveness and justify investment.
Programmatic has opened up new opportunities for hyper-relevant advertising but it is also presenting brands with some sticky situations. None occupies digital marketers more at present than ad fraud.
With Thomson set to be rebranded to its German parent TUI, the latest brand tracking data suggests TUI might be wise to persist with the UK package holiday provider’s current branding.
McDonald’s announced last week that as part of its turnaround strategy it will stop “sweeping talk to millennials”. Nonetheless, reaching the 18 to 34 age group through aspirational marketing is a strategy many brands are still racing to employ.
With the results of a General Election, a new major campaign from Coca Cola and more setbacks for one of the UK’s big four supermarkets, here are five of the biggest stories from the marketing industry over the last seven days.
The percentage of brands taking their digital efforts in-house grew significantly in 2015, according to a new study, leaving digital agencies facing a big question over whether to specialise or consolidate.
Heineken is launching a new global campaign for its Sol brand after seeing “a significant jolt in brand equity” following the launch of its Sol Search tool last year.
Marketers’ confidence is sure to rise at the prospect of a ‘stable’ majority government, according to IPA Bellwether Report author Paul Smith, as this morning’s polls show an imminent Tory majority.
Hyundai’s Message to Space and Google’s hunt for the Loch Ness monster topped YouTube’s leaderboard, which ranks popularity by combining views and engagement, last month, while emotional campaigns from Pandora and Dove also made their mark.
Marketers rate search engine optimisation as the best channel for return on investment, but they can’t be complacent as search is constantly changing, most recently through Google’s new algorithm update favouring mobile-optimised sites.
Marketers must act to preserve brands’ strengths during mergers and acquisitions.
As BT buys EE, Three buys O2 and Sky sets up a mobile service, telecoms brands are rushing to join Virgin in offering TV, broadband, landline and mobile. But will consumers see value in taking four services from one company?
Weve will increase its focus on areas such as beacon technology, data analytics and programmatic as it looks to accelerate growth following its purchase by mobile operator O2.