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.
While out-of-home advertising can have an impact on long-term metrics like brand awareness, new research finds it can also trigger short-term consumer behaviour and drive new customers to engage with brands on their smartphone.
Team GB is turning the traditional sponsorship model on its head, instead forging collaborative brand partnerships, says head of marketing Leah Davis.
The John Lewis Partnership has reported strong results from its scheme to bring the John Lewis and Waitrose brands closer together, as well as from the launch of its value Anyday range.
Uswitch’s marketers explain how the comparison brand stays ahead of rivals, diving into its paid search automation journey and its shift from a channel-focused to a customer-focused approach to marketing.
Marketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Viewing sustainability as a ‘key component’ of the brand, Nestlé global CMO Aude Gandon believes wider issues like climate change and social justice can be addressed on both a global and local level.