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.
2 Comments
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.
BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Reach: Consumers aren’t sat at home thinking about brands
Molly InnesBrands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
Marketers reveal the secrets behind brand diagnosis
Matthew ValentineTo get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
Marketing Week Awards deadline extended
Marketing Week ReportersThe Awards celebrate the industry’s most effective work, from strategy through to execution, judged by a 50-strong jury of the UK’s most respected marketers.