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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.