Barclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
The pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
While there are multiple different ideological and behavioural scenarios for how society will evolve post-Covid, in order to keep pace innovation must adopt a breakthrough mindset.
Before the coronavirus pandemic struck, the majority of the British public couldn’t name NHS Charities Together, but with its Covid-19 appeal having raised £130m the new challenge is dealing with the attention and maintaining engagement.
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