The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
Advertisers’ desire for low-cost impressions puts them at risk of buying fraudulent inventory, but they can protect their investments by partnering with platforms using advanced anti-fraud measures.
The latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
After weathering the storm of the pandemic to record a pre-tax profit of £342m, Next plans to prioritise marketing its online business through almost exclusively digital channels.
Little Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
Brands boycotting media owners and channels over ethical concerns run the risk of being exposed as hypocrites, warns Mark Evans.
The beverage giant revealed revenue was down 11% in 2020, but maintains a positive outlook for a resumption in pre-pandemic marketing investment as vaccines are rolled out globally.
Connected TV combines a mass consumer audience with better targeting and measurement, and marketers need to devote budget to it now to start understanding and reaping its benefits.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
From streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
Audiences of streamed TV and films are hard to reach, but not impossible, and with relevant content and compelling creative brands have a key opportunity to stand out.
With uncertainty still the prevailing wind, it’s impossible to plan live events with confidence. Consequently, stock in webinars is going up.
TikTok’s new self-service platform for advertisers makes it simple for small businesses to inspire over 100 million European consumers.
As the popularity of fashion and design-focused videos on YouTube continues to rise, brands are finding deeper, more meaningful ways to reach consumers.