Mark Ritson on what makes stupendous and stupid marketing
Mark Ritson, our award-winning columnist, consultant and marketing professor, gives his views on millennials, targeting and digital marketing.
By Sarah Vizard
By Sarah Vizard
By Sarah Vizard
Marketers tackle the big issues at Marketing Week Live
Sarah VizardFrom addressing ad blocking to getting c-suite buy-in on insight, marketers at Marketing Week Live did not shirk away from discussing the challenges facing the industry and trying to come up with solutions
Disney: ‘People are not walking around thinking about brands all the time’
Sarah VizardDisney’s head of audience strategy Richard Ellwood says brands must focus on making their brands relevant to people’s lives and ensure they are not overwhelming them with choice if they want to drive interest and sales.
Diageo: ‘Marketers are not taking the ad blocking issue seriously’
Mindi ChahalAd blocking is not just a publisher issue, according to head of media and futures at Diageo, Isabel Massey, who believes that marketers aren’t doing as much as other parts of the industry.
The consumer shifts that should inform your post-pandemic strategy
Marketing Week PartnerThe last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
‘Marketing has a big role to play’: British Airways on the brand’s recovery post-pandemic
Michaela JeffersonAs the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.
Ehrenberg-Bass: Narrow targeting ‘counter-productive’ to B2B growth
Michaela JeffersonThe road to growth in B2B starts with understanding that irrespective of size or positioning, a brand’s main competition are the biggest brands in its category, as shown by a major new study from the Ehrenberg-Bass Institute.
Festival of Marketing launches event to help marketers plan for future
Marketing Week Reporters‘Fast Forward’ will offer insight into what marketers need to help grow their brands and bolster their careers in the years ahead. It features CMOs from Unilever, Just Eat and Amazon, as well as thought leaders including Rory Sutherland.