‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
AI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
Peperami joins the likes of Branston and Tango in resurrecting an old brand asset.
After seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
From dialling up the humour to tackling social injustice, these companies successfully used print to build long term brand equity, according to Kantar’s ‘The Works’ study.
The building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge.
After a series of complaints, including from rival Santander, the ASA ruled consumers may be led to believe the building society would not close branches in the long term.
Carlsberg is looking to dial up the distinctiveness of its hop leaf symbol, which global brand director Lynsey Woods says has been underutilised previously.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Just Eat has replaced its UK-focused platform ‘We Got It’ with ‘The Joy of Everyday’ to help it drive more consideration among a range of consumers.
Market-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
Trust in online ads hit 36% among consumers exposed to the ASA’s campaign, with trust in TV adverts rising to 46%.
Former Co-op customer director Ali Jones joined the fashion retailer last April and is on a mission to turn the brand around.
The ASA has upheld three complaints made by Sainsbury’s against Aldi.
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.