Burberry lets passers-by take over Piccadilly Circus screen to create personalised scarves
Sarah VizardBurberry is taking over the giant ad screen at Piccadilly Circus with an interactive 3D campaign that will allow passers-by to create, and buy, personalised versions of its heritage scarves on their mobile phones.
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How Black Friday has evolved into online first for brands
Thomas HobbsBlack Friday 2014 was a PR nightmare. The media coverage, despite many brands achieving record one day sales figures, defined by scenes of angry Brits brawling in the pursuit of budget televisions. Yet fast forward 12 months and things feel very different.
5 things you need to know this week
Sarah VizardThis was the week that former Red Bull marketer Huib van Bockel launched his own energy drink, BMW let consumers buy a car with their smartphone and Costa launched its assault on the lunch market with Costa Fresco.
Ebay UK promotes CMO to general manager role
Niamh CarrollEve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectiveness
Molly InnesThe second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectiveness
Richard McLeodRecessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?
Molly InnesFrom focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?