After seeing donations tail off post-pandemic, Macmillan Cancer Support has been working to boost relevance, with its latest marketing activity – a three-part documentary series in partnership with Channel 4 – firmly focused on storytelling.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Digital experiences are often conceived to fulfil a campaign objective, but they should be a consistent part of customer relationships – and you may already have the creative content to fuel them.
McDonald’s global CMO Morgan Flatley explains how the brand’s ‘Famous Orders’ campaign helped transform its marketing.
Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
What’s a newsletter sponsorship, and how can it work for your brand? Here’s what you need to know to make the most of this tactic.
If marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
Customer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Evolutions in consumers’ values, as well as how they interact with technology today, are among the driving forces behind 2022’s key marketing trends.
Pursuing partnerships, entering awards and carving out a place in culture are all strategies that have helped sexual wellbeing brand Lovehoney achieve global growth.
While sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
When Vodafone’s youth-oriented mobile brand VOXI wanted to tell young people about its ‘Endless Video’ service, it found tapping the authenticity of creators through YouTube BrandConnect was the best way to drive up awareness and consideration.
The best B2B content and messaging doesn’t just inform its audience or impress them with its arguments – it influences and inspires them, too. Follow these recommendations to master the art of creating content that audiences can’t ignore.
At the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign