Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
By Mark Ritson
Whether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
Kindred believes it is the antidote to brands’s growing concerns about influencer fraud, with the social platform looking to become the largest corporate donor to charities within two years.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Amid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.