Marketers feel ‘left in the dark and unprepared’ for a potential Brexit
Leonie RoderickMany marketers feel uninformed and ill-prepared for a potential fall-out from this month’s EU referendum, new research says.
Secret Marketer: Direct communication is key if you want to build real fans rather than fake likes
David CoveneyBrands need to keep customer relationships real with direct communication; it’s the golden route to word-of-mouth marketing.
Why transparency in data is key to building trust
Maeve HoseaGaining audience trust was fundamental for The Guardian, last year’s Data Storytelling Awards Grand Prix winner, its director of consumer revenues Julia Porter explains why this triggered a strategy of balancing privacy with a compelling data-driven understanding of its customers.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
Primark bolsters brand investment as it looks to ‘go beyond’ price, product and stores
Niamh CarrollThe retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.