Walkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
From the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
Brands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
While on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Marketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Just Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
A retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
In partnership with the Advertising Association and Kantar, Marketing Week will reveal the month’s most effective advertising campaign and share what marketers can learn from it.
As the All In Census reveals a stark lack of inclusion in the industry, the Advertising Association has an action plan focused on improving the experience of black, disabled and working class employees.
As we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
Amazon Studios’ marketing boss Ukonwa Ojo explains why every mistake is an opportunity and why she sees empathy as a critical enabler for building relationships with customers.
Focus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
If the whole purpose of marketing is to maximise opportunities, Ogilvy vice-chairman Rory Sutherland believes marketers should resist the urge to chase efficiencies and instead plough their energy into experimentation.