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.
As the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
While the UK ad market is not expected to decline by as much as previously feared in 2020, it now won’t offset this year’s losses until 2022.
With the pandemic still around and the economic outlook gloomy, agencies need to help brands find creative solutions to the problems they face.
An ability to drive positive change, disrupt the norm and form authentic partnerships is helping brands from Adidas to TikTok to Gymshark achieve cultural relevance in the world of sport.