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.
Covid-19 may have put Brexit strategy on the backburner, but has the existential threat posed by the pandemic recalibrated how brands view Britain’s exit from the EU?
Facebook has named Alex Schultz, previously the social platform’s vice president of growth, analytics and internationalization, as its new chief marketing officer. Schultz will oversee product growth, analytics and internalisation at a time when the brand is finding itself increasingly criticised for a perceived lack of action over issues around misinformation, particularly relating to Covid-19 […]
In our final article highlighting the work and views of this year’s CX50 list, executives explain how brands can take learnings from the pandemic to build on their customer experience.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here