As more brands turn to real-life people and situations in ads to connect with consumers, Marketing Week studies the emotional responses these ads elicit in comparison to big budget campaigns.
After Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Senior marketers from Unilever and Sport England have urged brands to take more risks and nurture creativity.
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Consumers are demanding that brands become more sustainable, including in their marketing activities. The technology that can make this happen already exists and is evolving fast.