Right-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
Five brands have been shortlisted for the 2021 Marketing Week Masters Brand of the Year, with the winner to be announced in October.
The shortlist for the Marketing Week Masters Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
CEO Alan Jope stressed Ben & Jerry’s decision to pull out of territories in Israel was made by the brand’s independent board and that Unilever remains “fully committed” to its business in Israel, as the FMCG giant recorded turnover of €25.8bn (£22.3bn) for H1.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
TUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
When brands struggle, marketers’ first thought is a rebrand or repositioning, but by going back to its roots you can boost sales and retain brand equity cost-effectively.
Tesco’s generous ad campaign encouraging customers to support their local pubs won over the public in May, with its distinctiveness and feel-good factor driving affinity and positive buzz.
Diversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.
New research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.