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.
Boohoo’s recent purchase of the troubled high street department store is the online retailer’s latest move to expand its core audience of shoppers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands that have invested in their long-term health during the pandemic will thrive, but marketers need to better link the case for investment to business outcomes if they are going to secure funds, says NatWest Group CMO Margaret Jobling.
Ritson comes face-to-face with key figures from areas of marketing he has taken aim at over the past decade, as we take a look back at his biggest and most controversial columns.