Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
B2B payments provider Tyl is pulling closer to the NatWest masterbrand in its first major ad campaign, intended to help the brand become a “really serious player” in the market.
As it battles with the Gambling Commission over the decision not to renew its National Lottery licence in 2024, Camelot has reported ticket sales of more than £8bn for the second year in a row.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
Effectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Marketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
As Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.
Pepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
A yearly media investment of around £30m across seven to eight channels will generate the best ROI for most advertisers, but there are still major risks involved, says econometrician Dr Grace Kite.
The retailer has also reported “sustained improvement” in its overall brand health as a result of its actions during the pandemic, leading to market share growth.
With its humorous take on period dramas, the TV debut of up-and-coming period care brand Here We Flo ranks highly on both distinctiveness and disruption – despite receiving its share of complaints.
Inglis led marketing at John Lewis for 12 years, before leaving in 2020 to explore new opportunities. Now he is on a “mission” to eradicate the term ‘B2B’.