The rise of ‘social realism’ in advertising
Brands are increasingly using real people in their ads, as consumers reject flashy big-budget campaigns in times of austerity, but does this approach resonate with audiences?
Brands are increasingly using real people in their ads, as consumers reject flashy big-budget campaigns in times of austerity, but does this approach resonate with audiences?
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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.