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.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.