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.
One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing – but not in the way you think.
Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]