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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
How M&S strikes a balance between ‘crazy creative’ and going ‘too safe’
Erin LyonsRisk 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.
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How Audi is bringing creativity to marketing effectiveness
Sarah VizardBy 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.
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How Huawei’s marketing helped it become the number two smartphone brand
Sarah VizardThe 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.
User testing: An introduction for marketers
Econsultancy TeamMaking a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
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Commercial TV’s decline is faster than we thought, but no one knows what’s next
Mark RitsonThere is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
Meet the brand turning influencer marketing into charitable donations
Ellen HammettKindred believes it is the antidote to brands’s growing concerns about influencer fraud, with the social platform looking to become the largest corporate donor to charities within two years.