The beer industry is increasingly promoting moderate drinking and lower alcohol beer in a bid to boost loyalty and prove that it is living up to its pledge to improve responsible drinking.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.
In a year that has seen campaigns shaped by virtual reality headsets, emojis and marketers focusing more on diversity and ad blocking, Marketing Week looks back at some of the key trends of 2015.
Famed for its shocking ads of the 80s and 90s, Benetton’s sales have slumped recently, but chief marketer John Mollanger’s turnaround plan puts the focus back on products.
Microsoft’s move to enforce more social values in its marketing has been credited as the primary driver as it ‘surprisingly’ beat the likes of Amazon and Google in a new poll by The Guardian analysing the UK’s most influential brands.
Benetton’s launch of a new campaign and initiative championing the emancipation and empowerment of women globally marks a “maturing” of its brand communications beyond shock tactics, according to marketing chief John Mollanger.
Cosmetics group L’Oréal, named in the top 100 companies for ‘brand purpose’ in a new report by consultancy Radley Yeldar, claims that supporting women in science careers helps benefit shareholders while also benefiting society.
And why CSR is helping brands do well by doing good.
Brands that take an ethical stance not only in their business but also their innovations will drive brand value and attract conscientious consumers, who are increasingly taking an interest in brands’ ethical positioning ahead of price, quality and overall reputation.
Unilever is launching a global crowdsourcing community as part of its startup accelerator Unilever Foundry as it looks to get people to collaborate and aid its sustainability efforts.
Marks & Spencer is investing a fifth of its media budget in social media as it focuses on content and storytelling to reach consumers with a more personalised and targeted message.
The number of marketing jobs advertised in the first quarter has risen by 25% year-on-year, according to new research from recruitment specialist Robert Walters.
Marketing spend grew at an accelerated pace in the first quarter of 2015 according to the latest IPA Bellwether Report, published today (15 April), as marketing executives grow more optimistic about financial prospects despite the uncertain political climate.
Advertisers risk alienating consumers and damaging the economy if they fail to use technology responsibly, a panel at Advertising Week Europe has warned.
Bruce McColl, global chief marketing officer at Mars, explains how the company’s philosophy of ‘mutuality’ is reflected in its brands and how they are measured against both their financial and social performance.