Digital media are fast becoming dominant in brand marketing but can they deliver long-term effectiveness as well as short-term results, reaching both the masses and targeted audiences?
From publishers taking on the digital giants to streaming services stealing tactics from traditional broadcasters, Marketing Week predicts the media trends that will take shape this year.
Italian aperitif Aperol has taken the UK by storm and the man behind its growth, UK marketing boss Nick Williamson, says it comes from “not playing the same game as everyone else”.
Podcast advertising is a growing marketing channel, with demonstrable returns for brands that know how to use it.
After an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.
In a world of social distancing and enforced remote working, brands are finding new opportunities to let creativity flourish.
Giffgaff brought forward the launch of an ad campaign it was planning to run later in the year as it looked to “put something positive out in the world” amid the coronavirus outbreak.