Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
Brands have become risk-averse and ads are boring, says advertising guru Sir John Hegarty. If the industry wants to survive it has got to lose its obsession with data and go back to its roots.
From the charming JR Hartley to Cadbury’s iconic gorilla, we look back through five decades of marketing to find consumers’ most loved campaigns.
The collapse of the breakaway European league was a failure to understand the needs and wants of a market.
With outdoor dining resuming in April, restaurant brands’ media, brand and purchase metrics all appear to have benefited from consumer anticipation.
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.