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.
Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
On a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
We arm you with all the numbers you need to tackle the week ahead.
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 Britvic’s plan to tackle inflation to Unilever putting product before purpose, it’s been a busy week. Here is my take.