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.
By Mark Ritson
New research from the IPA and ISBA shows marketers are focusing on short-term tactics over long-term strategy, which is impacting efforts to improve marketing effectiveness.
As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.