Mobile is the key to creating content that people wantKeith Weed
It 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 purchaseThomas Hobbs
Warburtons’ 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 marketingSarah Vizard
Cancer 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.
How Guinness attracted 1.5 million customers in under a yearMarketing Week Reporters
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Tesco accused of misleading customers with ‘unclear Clubcard pricing’Rachel Lawler
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Everything old is new again: Why are brands resurrecting old assets?Niamh Carroll
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz consideration drops following price increasesRachel Lawler
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.