As values and lifestyles change consumers are more interested in building a collection of experiences than material possessions.
Robot hotel staff and virtual bank assistants have moved from science fiction to marketing fact, but systems that analyse customers’ data to give personalised responses must be used carefully to avoid appearing intrusive.
Orange was the standout sponsor at Euro 2016 while Haagen-Dazs was the winner at Wimbledon, with both brands resonating with consumers due to their focus on fan engagement according to new research.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Marketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
Leslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.