Advertising and media experts frequently tell us that the internet will become the dominant communication platform – but not without the advice and knowledge of ‘traditional’ television The internet – not television – is going to be the world’s most important medium. So says Dominic Proctor, chief executive of MindShare Worldwide, one of the world’s […]
Many adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.
McLaren is launching its first ever television ad as the car marque enters a new market segment by unveiling a range of sports cars, and seeks to take on “traditional” competitors including Audi and Porsche.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.