Marketoonist on product proliferation
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
Next is exploring how it can more effectively target customers online and offer more personalised products and services.
Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority, which is an argument for in-depth research on individual segments.
The ending of two successful long-term agency relationships smacks of clients wanting to make their personal mark, with little regard for the brand value that has been built over time and could now be lost.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.