My local Waitrose has stopped selling plastic carrier bags at the self-service checkouts. At every till there are two signs explaining the reasons for this ecologically sensible change. They have been up for a while now, so you know to come prepared with your own bag or juggle the odd few items in your hands. It all makes sense.
Sometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
Nike’s famous “Just Do It” strapline has been at the centre of many iconic adverts over the years as the brand has gone on to be revered as one of the most innovative advertisers in the industry. As the company celebrates the 25th anniversary of its famous slogan, Marketing Week picks out ten of the most memorable ads it has graced during that time.
Sky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.