Being the brand behind synthetic motor oils might not sound like the most glamorous thing in the world but thanks to its digital-first approach and deep video strategy, Castrol has received plenty of cut through over recent years.
Captain Birds Eye is making yet another comeback as Birdseye invests £8m in a new TV and rebranding campaign aimed at building long-term affection with the frozen food character among the next generation of British children.
Carlsberg has launched its “biggest experiential event” yet in the form of a chocolate pop-up bar ahead of the Easter weekend to ensure people are “thinking about beer as much as they are thinking about chocolate”.
Black Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Investment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.