In-depth features, interviews and insights into marketing’s biggest issues.
Advertisers’ desire for low-cost impressions puts them at risk of buying fraudulent inventory, but they can protect their investments by partnering with platforms using advanced anti-fraud measures.
In the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
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 Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
John Lewis, Selfridges, M&S and Next have all taken different approaches towards the reopening of non-essential retail this week, but the real trial lies in the weeks and months ahead.
The foundation of a successful marketing career is knowing what you want and running your own race, says UKTV chief marketing and innovation officer Simon Michaelides.
The three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
In 2020 we saw years of digital growth in just a few months; this rate of change, however, has left many CX funnels leakier than a colander. Luckily, Contentsquare recorded billions of web sessions to identify the trends that matter. Here are the three key issues we found, and how to solve them.
Refreshed and ready to prance, Moonpig’s pig mascot has returned after a four-year hiatus to reunite the original icons of the brand, explains CMO Kristof Fahy.
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 Next’s decision to focus all marketing spend on online, to BlackBerry’s switch to cybersecurity, it’s been a busy week. Here is my take.
Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.