From 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’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.
Ad 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 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.
As 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.
The 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.
‘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.