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”.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
A host of new brands are emerging, using surplus food and discarded plastic to offer consumers a sustainable alternative to everyday items like ketchup, beer and backpacks.
Coca-Cola is launching a marketing campaign to encourage people to recycle its bottles as it attempts to reduce its environmental impact.
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.