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.
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.