Recommended
Mobile is the key to creating content that people want
Keith WeedIt is the time of year when we can look back on what we have achieved as an industry in 2015, and look forward to what the future may bring.
Warburtons’ Muppets campaign is the Christmas TV ad ‘most likely’ to result in a purchase
Thomas HobbsWarburtons’ campaign ‘The Giant Crumpet Show’ has been crowned the most successful Christmas TV ad of 2015 as new research shows that consumers are falling out of love with Christmas advertising clichés and that brands should instead look to make sure their ads are relevant to their brand message.
How Cancer Research UK is bringing together direct response and brand marketing
Sarah VizardCancer Research UK has launched a new ad that it says marks the start of a new way of communicating with the public, rather than just acting as a one-off campaign. Its marketing boss Anthony Newman talks through the strategic thinking behind it and why his team wanted to take a risk with the new creative.
Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands
Niamh CarrollAllwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince 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.
Almost half of large businesses leaning on innovation to grow
Niamh CarrollDespite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.