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Brands struggle to sustain ‘purpose’ commitments
Thomas HobbsAs high-profile brands such as Apple, Diageo and Johnson & Johnson fall out of the top 100 for ‘purpose’, it seems many companies are flirting with the idea and not following through.
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Mark Ritson: The Coalition for Better Ads is destined for a glorious failure
Mark RitsonIt is not bad creative that consumers hate, it’s ads full stop, which means however hard the industry tries to improve their quality, the use of online ad blocking software will continue to rise.
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The Marketing Year: The top campaigns of 2015
Leonie RoderickFrom campaigns that sung on social media to ads that helped save lives, Marketing Week takes a look at the top ads of 2015.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.