With most B2B customers not in the market to buy most of the time, marketers should target memorability rather than instant sales, said the LinkedIn B2B Institute’s Jon Lombardo.
Nike’s ad landed in top 20% of all UK ads for its ability to actively involve viewers, scoring similarly on its contribution towards building brand affinity.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.