Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies.
Facebook has admitted it overstated how long users watch videos for on its site by up to 80%, but this is just a symptom of a digital ecosystem in which two players dominate and measurements look increasingly meaningless.
Unilever brands including Marmite, PG Tips and Colman’s have all been impacted.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Plans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
A firm believer that creativity can be taught, Cleese also notes that the people in charge of companies seldom understand the process.