Why marketers stopped pulling on heartstrings this Christmas
With a wave of optimism hitting this year’s Christmas advertising, marketers are finally taking note of socio-economic pressures.
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Christmas ads 2016: Watch them all here
Sarah VizardFrom John Lewis to Waitrose, Boots to M&S, watch all the biggest campaigns from the UK’s top brands.
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The John Lewis Christmas ad: Marketers react
Thomas HobbsWith British advertising’s most-hyped ad of the year now live, six senior marketers give their verdict.
Morrisons: Christmas ads should not be isolated events
Thomas HobbsMorrisons has launched its Christmas TV campaign, with two ads focusing on real-life staff including butchers, bakers, greengrocers and wine specialists.
Brand diagnosis and the cost of living crisis: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
What to consider when measuring influencer marketing
Econsultancy TeamAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.