The 60th anniversary of the first British TV ad is encouraging most marketers to look in the wrong direction: backwards. TV ads remain the great tool of modern marketing and we would be crazy to forget it.
TV is an awareness piece and allows the technology giant to move away from communicating product features to promoting user experiences, according to Microsoft’s chief marketing officer Philippa Snare, speaking to Marketing Week ahead of the 60th anniversary of TV advertising in the UK.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.