As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
From doing more things in-house to upskilling employees, the world’s largest entertainment organisation wants to make sure it can be more than just a media partner to brands.
Radio and print perform significantly better than advertisers and agencies expect for brand building campaigns, while online media is all too often overvalued.
Keith Weed’s demands that digital platforms focus on “winning back trust” may not elicit huge change, but Google and Facebook need to show they are listening to advertisers, consumers and governments or risk regulation.
P&G’s marketing boss was given the title at Marketing Week’s Masters of Marketing awards last night, but he wants to avoid personal glory and focus on driving transparency and growth for the industry at large.
Pritchard’s speech highlights a “deepening chasm” between brands and the traditional agency world, one which signals a more integrated approach is on the horizon.
Radiocentre and ebiquity’s new report forensically lays bare marketers’ perceptions about which channels perform best, and the extent to which they are divorced from reality.
Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Online dating has been around since the dawn of the internet but dating apps are a much newer phenomenon, with their millions of users across the globe offering brands a unique and largely unexplored field to play on.
Learn all about marketing on a shoestring – how to maximise marketing effectiveness on a small budget whether at a startup or a multinational brand.
Customer experience is key for marketers. Here’s everything you need on customer experience management, the customer journey and engagement strategy.
From company vision to defined mission statements, here is all the news, analysis and insight on embedding values into your brand’s DNA.
The relationship marketers have with their advertising, media and digital agencies is key. Here’s everything you need to get the best from that relationship.
All our analysis of how brands can use employer branding to win the war for talent.
The latest on what digital transformation means for you, your customers and your company and the impact on your brand’s digital marketing strategy.
How to maximise marketing ROI through automation, metrics, technology and more.
How brands balance digital marketing, social media and traditional channels.
Zoopla’s new CMO Gary Bramall says brand advertising will become “more pulsey” as he moves to create more integrated marketing campaigns with a greater focus on content.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
Grabbing consumers’ attention is harder than ever for brands that find themselves chasing their target audience across a multitude of screens at different times of the day.
Too many marketers are getting swept up in new ways to execute their campaigns, losing focus on the message in favour of the medium.
The UK magazine marketing body’s first campaign is supported by research that reveals magazines, newspapers and cinema generally tend to command the most focused top-down attention.
Those who highlight what digital media you could buy for the same price as a Super Bowl ad miss the point – they offer unrivalled effectiveness among the largest of audiences.
From brands getting to grips with ecommerce and personalisation in podcasts, to growing interest in advertising-funded video-on-demand, Marketing Week predicts the media trends that will take shape this year.
Marketers are aware of persistent issues such as viewability and ad fraud in online media, yet they continue to pump money into these channels without safeguards in the belief they have no other option – they do.
Most marketers are missing out on the full potential of Facebook dynamic ads by failing to target the users most likely to buy.
Sky is introducing new rules that mean from the start of the next Premier League season a maximum of one gambling advert will be allowed per commercial break, while problem gamblers will be able to opt not to see any gambling ads at all.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
In less than a month, Global has acquired a share of more than a third of the UK out-of-home sector, making it a serious player in the outdoor space and opening up a number of new opportunities for brands.
The best B2B marketers are clear about customer needs, measure their impact effectively and, most importantly, are able to support and influence colleagues to deliver commercial results, according to new research by business agency Omobono.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
Media fragmentation means brands and agencies are having to work harder than ever to get impact and cut-through, but that doesn’t mean they should ignore the big ideas, says Tim Lefroy.
GSK has introduced a marketing capability programme – MIQ – as it looks to upskill staff around its new model for brand building and marketing in a digital world.
As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Stuart Smith was editor throughout the 1990s (and into the 2000s), a time when marketing teams went global, Sir Martin Sorrell and WPP blazed a trail and digital was of little concern.
Marketers continue to display a noticeable drive towards digital-based advertising, according to the latest IPA Bellwether, however budgets for main media advertising begin to recover after a bumpy start to the year.
The telecoms brand’s media boss has warned brands are done with talking about the issues in the digital landscape and will move money away if the industry does not start to take action.
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