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”.
From Lego’s first global marketing campaign in three decades to O2’s England Rugby push and Next opting for targeting over mass reach, catch up on all this week’s biggest marketing news.
Marketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
In this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing.
As the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.