With TV spots costing brands up to $6m during this year’s Super Bowl, the pressure is on for marketers to justify splashing out.
Brands including Skittles, Doritos, Amazon and Kia are all advertising during the Super Bowl this Sunday (7 February). But according to Twitter, the campaigns that win will be those that take a long-term approach to storytelling.
With a record 114.4 million Americans tuning into last year’s match, it’s clear the Super Bowl remains a huge draw for advertisers. However, with Super Bowl ad slots now pricier than ever before, many brands are changing the way they advertise around US sport’s biggest event.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.