Ads are pointless if the consumer doesn’t recognise the brand behind them
Mark RitsonRenault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Mark Ritson – Marketing Effectiveness
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Ignoring TV is a strange choice for a big brand
Mark RitsonIf you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Watch: Ritson’s nine marketing effectiveness lessons
Marketing Week ReportersRitson reveals his insights into what makes “perfectly effective” campaigns and why marketers must go big if they want to see the best results.
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Watch: Ritson on how Dare used channel diversity to become the leading iced coffee brand
Marketing Week ReportersMarketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales.
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Watch: Ritson on the effectiveness factor that helped Lidl double its market share
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.
Watch: Ritson on how Snickers perfectly balanced differentiation and distinctiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
Watch: Ritson on the power of Apple’s brand positioning
Marketing Week ReportersMarketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
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Watch: Ritson on how Tourism Australia used the sales funnel to boost effectiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers.
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Watch: Ritson on how Febreze used consumer insights to drive effectiveness
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.