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.
To realise the power of analytics, you need to be willing to change your preconceptions.
Catch up on all this week’s marketing news including Christmas ads from Coca-Cola, McDonald’s and KFC, Airbnb’s Olympics deal and EasyJet’s move into package holidays.
The German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
After introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.