Plan for the distraction: Research reveals the impact of audio on ad cut-through
Chris SutcliffeResearch from Thinkbox and academics demonstrates the interplay between audio and video for recollection, effectiveness and distraction.
General Mills ramps up ad spend amid private label ‘headwinds’
Molly InnesOld El Paso and Häagen-Dazs owner commits to double-digital increase and has vowed to return to “smart, hard hitting advertising” for its pets division and a price and product review.
The key to success? Embrace financial constraints
Jon EvansFor all its problems, my time at Brewdog taught me one very valuable lesson – answer your own question: “This will only work if…” It could very well change the way you look at budget constraints.
Digital beats offline as marketers’ most effective tool for brand building, survey finds
Josh StephensonMore marketers say digital media – over offline channels – is effective at building brands. But how much of it is being driven by shrinking budgets and easier to track metrics?
Little Moons’ marketing boss on protecting budget in tough times
Josh StephensonMarketing director Ross Farquhar detailed how Little Moons maintained spend in a challenging economic environment.
Where should brands turn when trust is in short supply?
Marketing Week PartnerResearch shows news brands can help advertisers establish a trusting relationship with consumers that translates into profit.
Les Binet’s five keys to maximising profit in tough times
Marketing Week PartnerDespite the threat of recession, marketers are not powerless to drive growth, as a new video series from the renowned effectiveness expert explains.
A new definition of trust: Why it’s about more than ethics
Marketing Week PartnerBuilding brand trust has a direct relationship to profit. Research from Newsworks reveals a new perspective on what’s behind it, its direct relationship to news brands, and how it can be managed to drive marketing effectiveness and revenue.
It’s time to rethink what makes a sustainable media mix
Marketing Week PartnerMarketers can no longer afford to put sustainability on the backburner. That includes selecting media that fully reflects their commitment to CSR. But how can they set aside misconceptions to ensure they’re making the right choice?
How one scale-up is rethinking marketing after going ‘too hard, too quickly’ on brand
Michaela JeffersonAfter over-investing in brand last year in a bid to reignite its pandemic-level growth, Thortful is now seeing success with an approach better suited to a scale-up.
Discounters boost TV investment as they look to maintain market share momentum
Michaela JeffersonData shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.
B2B spend on TV advertising has doubled since 2018
Michaela JeffersonMuch of the growth is being driven by the democratisation of software for SMEs, with web hosting firms Ionos By 1&1 and GoDaddy, as well as financial services brands Sage and Intuit, featuring in the top 10 B2B advertisers on TV last year.
Three marketing experts on how to achieve ‘effective share of voice’
Michaela JeffersonThe first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
ITV warns of declining ad revenue in 2023 despite rapid digital growth
Michaela JeffersonITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
How a sellout product got retailers to reconsider Heinz Big Soup
Marketing Week ReportersOn a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.