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Opinion Uncategorized

How the mind boggles and how brands boggle the mind

Johnny Corbett

Want to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.

29 Jul 2022 2:13 pm
Opinion Uncategorized

Customers will reward brands that get them in the mood

Richard Shotton

Experiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.

29 Jul 2022 7:00 am
Briefing
Analysis Uncategorized

‘It’s terrifying’: Can marketers reverse a culture of bad briefs?

Matthew Valentine

With a pandemic and cost of living crunch causing unprecedented issues, a lack of retained relationships and loss of confidence on both sides, what can brands and agencies do to make briefing better?

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29 Jul 2022 6:52 am
News Uncategorized

‘Use this time wisely’: Marketing bodies welcome delay of Google’s third-party cookie ban 

Niamh Carroll

Google’s Privacy Sandbox vice president said the delay follows “consistent feedback” from marketers, publishers and developers that they need “more time”.

28 Jul 2022 1:48 pm
Diageo GB Trade
News Uncategorized

Diageo attributes soaring profits to marketing spend boost and premiumisation strategy

Charlotte Rogers

Diageo says its premiumisation strategy is paying off, as its high-end brands contributed to 71% of organic net sales over the year.

28 Jul 2022 12:46 pm
News Uncategorized

ITV banks on ‘highly differentiated proposition’ to draw viewers to ITVX

Michaela Jefferson

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.

28 Jul 2022 12:19 pm
1 Comment
Opinion Uncategorized

For a true view of the consumer, get them to talk like themselves

Helen Edwards

Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.

28 Jul 2022 7:00 am
Halves
Analysis Uncategorized

Papa John’s marketing boss Jo Blundell on her career of two halves

Molly Innes

With a career spanning experience agency and brand side, Papa John’s Jo Blundell explains why she believes marketing is the “inspiration centre” of business.

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28 Jul 2022 7:00 am
News Uncategorized

Maltesers, Tesco and Starling Bank top Marketing Week Awards shortlist

Marketing Week Reporters

Weetabix, Sheba, Aldi, Sky and HSBC have also racked up multiple nominations for the 2022 Marketing Week Awards.

27 Jul 2022 7:00 am
News Uncategorized

Coca-Cola ups marketing spend to ‘earn’ higher prices

Molly Innes

Coca-Cola’s CEO has said the company is watching closely for consumer behaviour changes, as it reports a 12% jump in net revenue.

26 Jul 2022 5:13 pm
mcdonald's
News Uncategorized

McDonald’s sees ‘big opportunity’ to go ‘harder and faster’ on digital

Michaela Jefferson

McDonald’s is looking at digital, loyalty and creativity as key opportunities for growth amid a difficult economic environment.

26 Jul 2022 3:39 pm
Unilever
News Uncategorized

Unilever ascribes brand growth to ‘precision’ pricing action taken to offset inflation

Niamh Carroll

Unilever is prepared to temporarily accept a loss in volumes and competitiveness to protect its brands as inflation bites.

26 Jul 2022 12:57 pm
Tom Fishburne
Cartoon Uncategorized

Marketoonist on customer empathy

Tom Fishburne

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

26 Jul 2022 11:05 am
Analysis Uncategorized

Introducing the ‘compassionate warriors’: Macmillan’s marketing chief on its pursuit of relevance

Russell Parsons

After seeing donations tail off post-pandemic, Macmillan Cancer Support has been working to boost relevance, with its latest marketing activity – a three-part documentary series in partnership with Channel 4 – firmly focused on storytelling.

26 Jul 2022 6:43 am
Analysis Uncategorized

Standardising effectiveness: Marketers on the opportunity and challenges

Michaela Jefferson

Communicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?

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26 Jul 2022 6:20 am
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