Channel 5 has unveiled a major rebrand as it aims to reflect the different identities of its numerous TV channels and explain to both viewers and advertisers the ‘breadth’ of content it airs.
Instagram continues to pitch itself to brands and agencies as a complement to TV campaigns but with its cheaper prices and more personalised offering experts believe it could steal ad dollars, as long as brands understand its points of difference.
Financial technology brands are shaking up what has been a stuffy and inaccessible industry by meeting changing consumer demands head-on, and marketers stand to learn a great deal from their disruption.
Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
The Awards celebrate the industry’s most effective work, from strategy through to execution, judged by a 50-strong jury of the UK’s most respected marketers.