Manchester United football club is on a quest to join the dots between fans and sponsors to deliver more addressable digital campaigns.
Herbal Essence was the surprise brand in September’s most watched ads on YouTube, while videos for Channel 4, Walkers Crisps and Marks and Spencer’s also proved popular with viewers.
As consumers increasingly watch TV and use the internet simultaneously, marketers must think creatively to get their brand messages across to the surprisingly wide spectrum of media multitaskers.
Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
UK brands are encouraged to dial up their innovation and creativity, responding at pace to the trends caused by Covid-19, or risk diminishing value.
A breakthrough study by M&C Saatchi Fluency has identified £60bn in lost growth since 2016, as brands struggle to build crucial connections with audiences.
Wright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.