The basic tenets of marketing are not changing, but with brands producing thousands of pieces of creative each year, a new framework is needed to ensure greatness.
The chief executive of social dating app Tinder believes innovation in brands comes from people “who are not experts in their field” and being naïve can help leaders be more creative.
Online ad viewability in the UK has increased four percentage points to 54% in the first quarter of 2016, according to a new report. But £600m is wasted annually as 46% of banner ads are not viewable.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.