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How to talk to Generation Z
The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
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Digital trends for 2016
Ashley FriedleinThe digital trends and developments which I believe will shape the industry and digital marketing planning and thinking.
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Top sensory marketing trends for 2016
Steve HemsleyMarketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
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Unilever’s marketers take on tougher cost control measure as brand adopts ‘zero-based budgeting’
Sarah VizardUnilever’s marketers will now have to adopt ‘zero-based budgeting’ – meaning that they will have to justify spending on all new brand activity rather than budgets being based on the previous year’s spend – as the company expands its efficiency drive.
Celebrate how you support mental health, but always commit to doing more
Tanya JosephIn Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
Oystercatchers hires Posterscope’s Gill Huber as managing partner
Michaela JeffersonThe former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
Currys rebrand: Four brands become one as it ‘invests hard’ in simplified proposition
Michaela JeffersonCurrys is by far the superior brand of the four merging businesses, but a number of challenges lie ahead for the electrical goods retailer.
NatWest’s CMO slams lack of ‘pointed’ efforts to ramp up diversity
Manny PhamFive years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.