The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Peer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
As the fashion ecommerce industry matures, trends such as artificial intelligence, resale and returns are transforming the customer experience.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.
Comparing the award-winning campaigns against a database of 80,000 ads reveals that, in many cases, they were leaving viewers “utterly cold”, says System1 CMO Jon Evans.
L’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.