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.
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
Burger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The FMCG giant promises to be “disciplined” with spending, as it looks to counter “significant” cost pressures and invest in digital in the pursuit of long-term growth.