A National Lottery Twitter campaign has been hijacked by trolls, but marketers would have seen it coming if they weren’t so absorbed in their fantasies of ‘brand love’.
The music video platform says it wants to be known for more than “just the watermark” in the corner of YouTube videos and has plans to become a true youth culture brand.
Facebook is introducing new features that will give marketers more control over where their ads appear, while Sky and Virgin Media are partnering to offer what they hope will be an alternative to digital amid transparency and brand safety issues.
Ovo Energy has outlined a number of new measures to reduce the carbon impact of its marketing, but its director of brand and marketing acknowledges this might be easier said than done.
As the DTC sector matures, direct-to-consumer brands are borrowing strategy ideas from established brands, and vice versa, as they look to build sustainable businesses.
Facebook wants to educate people on privacy, but going to Facebook for a privacy check-up is like asking David Cameron for advice on Brexit.
Customer closeness used to enable marketers to conduct the orchestra of the marketing mix but too many now are woefully under-prepared and under-trained to play this vital role.