According to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
The Müller Corner ad lands in the top 15% of all UK outdoor ads for both its ‘stopping power’ and for branding, according to The Works study.
While effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
Investment is particularly being made behind the Robinsons brand, which the business expects to be “challenged” by private label brands next year.
Despite posting record results after five years of sustained growth and a successful brand turnaround, Camelot lost its bid earlier this year to renew its National Lottery licence in 2024.
Older campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1.
This month’s improvement likely reflects a “collective sigh of relief” as the UK gains a new prime minister, following the economic chaos of recent months.
As Marketer of the Year, NatWest Group’s CMO Margaret Jobling explains how prioritising both purpose and profit can transform the effectiveness of marketing.
Created with agency McCann UK, the 90-second ad picks up where Aldi’s teaser ad ‘Feast of Football’ left off earlier this week.
Viewers appear to be responding particularly well to Christmas ads this year, with a total of seven brands already making it into the top rank.
Creating an in-house agency is already driving increases in the speed and efficiency of Polestar’s marketing, while also protecting the brand’s values, says CMO Åsa Borg.
Lidl GB’s marketing director Claire Farrant says the Lidl Bear “stands apart” from other Christmas characters because of its “hilarious, deadpan expression”.