To maximise the value of experiential activity brands are extending the life of one-off stunts by creating immersive content and encouraging further brand interactions following the event to create longer-term engagement.
Summer is in full swing, with holiday breaks providing a perfect opportunity for marketers to catch up on some reading. We asked some of the industry’s top marketers what titles are on their summer reading lists.
Following the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
Saatchi & Saatchi’s chairman, now placed on leave by Publicis Groupe for his comments, is wrong to say the gender equality debate in marketing is “over”. Powerful white men are perpetuating inequality, even if they don’t realise it.
In the latest instalment in our video series exploring new technology, Marketing Week looks at how and why brands are using artificial intelligence to calculate the return on investment on sports sponsorship.