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.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Peter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
With brands increasingly looking to do more with less in the Covid-19 era, is the age of the old school one-stop-shop agency coming to an end?
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Coca-Cola and McDonald’s signalling a return to marketing, to the virtues of zero-based budgeting, it’s been a busy week on Marketingweek.com. Here is my take.