18 February 2016

Brands are missing the link between consumers’ purchases

Consumers’ buying behaviour in certain categories has a direct influence on their likelihood to purchase in other seemingly unconnected sectors, finds new research.

What does the rise of ad blocking mean for video?

Ad blocking is a £15bn problem for advertisers and publishers but there are steps brands can take to prevent consumers boycotting video ads.

Russell Parsons: More brands should follow PepsiCo’s marketing lead

“Marketing provides good payback for shareholders,” declared PepsiCo last week. This was not a statement uttered by one of the soft drink giant’s senior marketers but its chief financial officer Hugh Johnston.

Secret Marketer: Marketing budgets are an investment, not an expense

For many marketers, this is a busy and frustrating time of year. It’s particularly so for those who follow the tax man’s view on when new year’s day falls: 1 April is our official start to the year as we seek to devise, submit and defend our annual marketing plans and budgets.

Why Fitbit is shifting focus from fitness to fashion

Despite its share price dropping by half in the past month, wearables brand Fitbit is forging ahead with a new marketing focus, sponsorship of BBC Sports Relief and fashion-focused products.

Five mobile marketing mistakes and how to fix them

Although mobile strategies are beginning to mature there are several pain points that continue to frustrate marketers.

James Murphy, adam&eveDDB: Why the marketing industry will be better off if Britain stays in the EU

When you talk to people abroad about what makes Britain great, the answer typically involves a combination of The Beatles, Sherlock and Shakespeare. In other words, ‘Brand Britain’ in the eyes of the global market is an identity founded firmly on British cultural exports – whether it’s TV, comedy, literature, design or film.