Marketers and researchers should be given the freedom to test the waters with new ideas, the brand’s insight director argues – but their work has to be tied to business outcomes.
The company’s new media brand will help Saga to forge more frequent and longer-lasting relationships with existing customers , says media CEO Aaron Asadi.
ITV’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”.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
Reflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
To ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
Liz Moseley explains how her knowledge of the media helped her transition from Cannes Lions CMO to editor at Tortoise Media.
The founder of investment firm Trian Partners has said Disney is in “crisis”, calling for major changes at the media giant and a seat on its board.
Our humble columnist spent Christmas in his underpants watching Netflix, but that doesn’t mean he wasn’t thinking about brands. This week, the fascinating whodunnit centres on the last-minute renaming of one of the holiday season’s most successful films.
The broadcaster believes remaining in public ownership will allow Channel 4 to become “a power in the digital world.”
To build hype around the launch of its Sky Glass TV, Sky kicked off a year-long influencer campaign which doubled the benchmark for reach at 48 million.
Industry bodies claim a decision to keep Channel 4 in public ownership would ensure certainty for advertisers, who value the broadcaster’s unique proposition.
From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
Poor treatment of company employees was particularly disliked by both UK and US consumers, according to exclusive consumer insights. However, few plan to cut back on their use of the platform.
Big budget cuts aren’t expected among major advertisers next year, but with a recession taking hold, marketers will be under pressure to work their budgets as hard as possible.