ITV is planning a 50% increase to its paid media investment in 2023, as the commercial broadcaster chases ambitious targets for its new online streaming service ITVX.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
The broadcaster claims the new streaming platform will enable it to double its streaming viewing, monthly active users and subscribers, while delivering “valuable” addressable advertising inventory at scale.
Rising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
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Following a split between its US-based cereal business and global snacking organisation, Kellogg Company is negotiating a new brand architecture.
Marketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.