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Pernod Ricard is to introduce real-time media buying for its Malibu brand, one of several digital marketing initiatives being readied to enhance the drink’s profile among younger consumers.
Location-based marketing is in vogue again, thanks to wearable technology and beacons. But the tactics must change as well as the gadgets if geo-targeting is not to fall flat for a second time.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Tom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.