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”.
The new campaign focuses on the role of TV advertising in business transformation for the first time, using a mythical character – the Tooth Fairy – and her struggles to grow her new business.
Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
As 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
Direct Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.