Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Battersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Grocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.