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.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Amid dire predictions and high-profile failures, local high streets are defying the supposed decline of physical retail thanks to shifts in shopping behaviour driven by long-term trends, not just Covid.
Switching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
The British Heart Foundation has seen income plummet during the pandemic, but it is looking to bounce back by uniting its marketing and fundraising teams and shining the light on research as part of its new strategy.