How to get the timing right for Christmas-driven marketing
New research suggests marketers are at risk of alienating consumers if they mistime their Christmas messaging so using real-time behavioural data to target at key shopping times is crucial.
Does Christmas advertising really get earlier every year?
Sarah VizardBarely had we finished wiping the Halloween make-up of our faces then we were hit with the first wave of Christmas ads. But does the marketing actually start earlier every year and will that equate to a boost at the tills?
M&S focuses on ‘bite-size moments’ for mobile-first Christmas campaign
Lucy TesserasMarks & Spencer has taken a mobile-first approach to its Christmas ad campaign, upping digital spend to 25% for the first time ahead of what marketing boss Patrick Bousquet-Chavanne predicts will be the “biggest online Christmas ever”.
Ferrero commits £4.9m to Thorntons media push ahead of relaunch
Charlotte RogersA year on from its acquisition of Thorntons, confectionery group Ferrero is prepping the brand’s first TV ad for seven years to support the relaunch of the chocolate retailer.
Transformation plans and Corona’s island: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
How Intel is ‘reigniting’ its brand as it preps for ‘massive growth’
Michaela JeffersonIntel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
From moments to movements: To truly have an impact brands need to understand the difference
Helen JamesIf brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.