The streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Channel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
Al-Qassab has been in charge of the BT, EE and Plusnet brands since 2015, with Channel 4 bringing him on board to help accelerate its digital marketing strategy.
The Guardian is a fine newspaper and should be proud to reverse its losses, but by giving its product away for free it is preventing the news industry profiting from quality journalism.
ITV has hired two new marketers and is building a metric for ‘spontaneous brand consideration’ as it ups its efforts to turn viewing moments into transactional relationships.
Through the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.
New research further highlights the risks brands face as a result of over-targeting, with negative feelings towards advertising all stemming from precision marketing rather than brand building activities.
The Inside Story: Over the past 12 years, UKTV’s Dave has gone from a channel scoring just 2% spontaneous awareness to a media brand attracting 20 million viewers a month.
Since focusing the business around diversity and inclusion, Channel 4 has found leadership has become much easier and that it has fostered a culture of innovation that boosts long-term commercial success.
As Britain prepares to leave the European Union, the UK ad industry is looking to establish a much higher profile internationally, with growing interest directed at China, the US and Japan.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
ITV and the BBC are hoping to generate some much-needed revenue in the face of declining ad sales and licence fee revenue, but face an uphill struggle to build a brand that can compete with Netflix and Amazon Prime Video, as well as Disney’s new offering.
The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook.
The UK magazine marketing body’s first campaign is supported by research that reveals magazines, newspapers and cinema generally tend to command the most focused top-down attention.