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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.
Leslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
The consumer goods giant ‘reset’ its superior product portfolio, reducing the proportion of its products that are included in it, in order to fight ‘inertia’.
From the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.