Just 8% of brands are ‘very satisfied’ with their agency partners
As more brands consider taking activity in-house, how is the client-agency relationship changing and do marketers have greater control?
How fashion brands are taking Instagram from gimmick to strategic
Leonie RoderickFor many fashion brands, Instagram is no longer just a ‘gimmick’ used during fashion weeks to create a buzz, but a serious part of their social strategy.
Disney: ‘People are not walking around thinking about brands all the time’
Sarah VizardDisney’s head of audience strategy Richard Ellwood says brands must focus on making their brands relevant to people’s lives and ensure they are not overwhelming them with choice if they want to drive interest and sales.
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Why Coca-Cola needs to focus on love not logic as it evolves its one brand strategy
Leonie RoderickAs Coca-Cola extends its ‘one brand’ strategy to packaging it needs to make sure consumers still understand the difference between its products and that it doesn’t lose any brand love.
Innocent prioritises ‘thoughtful innovation’ as it launches juice shots
Charlotte RogersAfter an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.
How marketers are fostering creativity in the age of the lockdown
Charlotte RogersIn a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff turns around new campaign in a week in response to Covid-19
Sarah VizardGiffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.
Brands that treat customers unfairly during the coronavirus crisis will be punished
Richard ShottonBrands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.