Bring to mind some of the great campaigns of the past – those soaring, surprising, sharply etched brand ideas that were so apt, so unforgettable, so sweetly wedded to the owner brand that, from the very first exposure, a rival marketer would be consumed with both admiration and envy.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
Despite the demise of network agencies being greatly exaggerated, to thrive in 2021, marketers need to choose their agency partners more carefully than ever.
Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
By focusing on a ‘cookieless’ future, we dwell on what advertising has lost, when there is much to gain by getting a head start with privacy-first practices.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Experiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
HSBC is looking to provoke discussion with its new brand platform ‘Open Questions’, as it aims to engage consumers and drive brand preference.