Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
Despite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
This year the broadcaster’s is focused on age representation after new research finds less than a third of ads feature someone aged over 50 and when they do portrayals are often inauthentic.
Channel 4 focuses on the determination required to become a champion in the latest iteration of its Paralympics activity, as CMO Zaid Al-Qassab warns there are “still a load of outdated views out there”.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Analysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull advertising from GB News could be “a dangerous game to play” but suggest it will likely blow over quickly in the same way the Facebook boycott did last year.
The broadcaster partnered with the likes of Netflix, Disney+ and YouTube for its recent Sky Q campaign, in which it created bespoke ads for different groups of TV viewers.
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.
The creation of the marketing director role sees CMO Zaid Al-Qassab take on expanded responsibilities heading up the marketing and viewer experience division, part of a reshuffle first announced in January.
With twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
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.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
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 foundation of a successful marketing career is knowing what you want and running your own race, says UKTV chief marketing and innovation officer Simon Michaelides.