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?
How ‘real life’ ads impact on viewers’ emotions
Jonathan BaconAs 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.
The big debate: Is content marketing really nonsense?
Jonathan BaconAfter Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Most advertising is terrible, says Unilever
Jonathan BaconSenior marketers from Unilever and Sport England have urged brands to take more risks and nurture creativity.
Increasing volumes and B2B events: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Junk food ad ban: Marketers say it will force brands to ‘think smarter’
Niamh CarrollBrands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
There’s still time to sign up for Marketing Week’s Mini MBA with Mark Ritson
Marketing Week ReportersMore than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
‘It’s old because it’s good, not good because it’s old’: Hovis’s first CMO on leading the brand
Niamh CarrollHovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.