Marketoonist on risk management
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
People’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken a while to shift.
The rules of content marketing are evolving faster than ever – here’s why.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.