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.
The value of marketing and brand revamps: 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 the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Tesco’s brand director to step down after completing brand turnaround
Lucy TesserasMichelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
A third of marketers anticipate an imminent rise in job opportunities
Michaela JeffersonMarketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.