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.
Marketers’ psychology influences how they work, the content they consume and their relationships in the office, and our new research reveals the eight personality types that matter most.
Tesco is evolving the message behind its advertising, shifting focus from the meals its customers make to instead promote the retailer’s “passion” for food.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.