Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
The pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
The Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.
Maintaining ad spend, while understanding changes in consumers’ media and shopping habits, is key to building strong brands for the future, as speakers at Radiocentre’s virtual conference argued.
The Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
Tom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.