Too often marketing effectiveness is the sole preserve of strategists and only spoken about when entering awards, but for advertising’s impact to be understood outside the marketing department this needs to change, says BBH’s managing partner of effectiveness, Tom Roach.
Anchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
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The advent of programmatic trading has revolutionised online advertising by allowing ad placements to be bought rapidly, efficiently and automatically.
Birds Eye is launching a £2m marketing push on its recently launched range of meat-free burgers, sausages and meatballs as it looks to broaden the appeal of meat alternatives among families.
Adidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.
Brands need to ensure they appeal to the LGBTQ+ community all year round – not just during Pride – to add real value, build authenticity and avoid backlash.