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.
With the Conservative party gaining a huge majority in the general election, marketers are hoping there will now be answers to questions around Brexit, data and talent.
From Coca-Cola’s global Christmas campaign to Churchill’s shift to ‘extreme’ brand building and new marketing apprenticeships, catch up all on this week’s biggest marketing news.
Just three months into his role as chief marketing officer of Channel 4, Zaid Al-Qassab is forging a digital-first identity for the broadcaster, assembling a new team of diverse talent and settling into new headquarters in Leeds.
For the first time, the marketing industry can provide an apprenticeship offering that goes from A Level to Master’s degree as it looks to show the value of alternative routes into the industry.