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What to consider when adopting a test-and-learn approach
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
How Auto Trader boosted performance marketing by taking a test and learn approach
Marketing Week ReportersAuto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
How brands can use ‘human-centred’ AI to help create business value
MaryLou CostaMany companies are investing in enterprise AI – from AI assistants to predictive analytics and intelligent workflows – to help unify people, process and technology and emerge from the pandemic smarter and more resilient.
Mars’ top marketer on the value of ‘progress over perfection’
Manny PhamThe brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
Self-sabotage and the ROI of D&I: Your Marketing Week
Russell ParsonsAt 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 government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
Ofcom eyes extending ad breaks in broadcast shake-up
Charlotte RogersThe regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
How Direct Line is bringing advertising’s ‘mojo’ back with new Marvel partnership
Michaela JeffersonEntertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Virgin Media O2 looks to create ‘halo effect’ with campaign push
Niamh CarrollDespite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.