DDB London is to develop a £1m satellite television and press advertising campaign to support the launch of travel agent Lunn Poly’s digital television venture Lunn Poly Television.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.
Comparing the award-winning campaigns against a database of 80,000 ads reveals that, in many cases, they were leaving viewers “utterly cold”, says System1 CMO Jon Evans.
L’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.