Risk taking is necessary if a brand intends to stand out, according to Marks & Spencer’s marketing boss for food and hospitality, but they mustn’t go so far they lose the brand’s identity.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
The Chinese brand has managed to break the Apple and Samsung hegemony in the smartphone market through a focus on innovation and collaboration, but it faces a big challenge to achieve its goal of being the biggest global player.
The move is part of a restructure at ITV that will split its media and entertainment division into broadcast and on-demand amid the growth of online viewing.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Skipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
In the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.