Both the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.
Discovery reveals the holistic approach it took when launching its streaming platform earlier this year, as effectiveness expert Tom Roach questions the validity of separating brand and performance.
M&S recorded a £201.2m loss for the last year, but with Ocado’s strong performance and a shift in marketing strategy, CEO Steve Rowe believes the retailer’s transformation strategy is at an “inflection point”.
Representing £300bn in spending power, multicultural communities are a market no brand should ignore, and which each need their own approach to communications.
As it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.
As the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.
New research from agency GottaBe!, revealed at the Festival of Marketing, shows why brands will only reach ethnic minority consumers by adapting to their needs.
Premier Inn owner Whitbread plans to capitalise on “pent-up demand” for staycations by investing £20m into UK marketing, with a particular focus on broadening its digital reach.
By introducing brand-focused TV advertising into its marketing mix, online florist Bloom & Wild has recorded significant improvements in awareness, consideration, and even in its share of search.
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.