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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.
ITV: TV is a powerful medium to connect with older consumers
Matthew ValentineITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
‘Triple cooked chips’: Ritson’s ‘foolproof’ system for marketing budgets
Michaela JeffersonRitson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.
Premier Foods on navigating the cost of living crisis: ‘Don’t assume what you know is true’
Molly InnesSpeaking today (6 October) at Marketing Week’s Festival of Marketing, Premier Food’s chief marketing officer Yilmaz Erceyes said marketers need to be closer than ever to consumers in a cost of living crisis
‘Don’t sugar coat or patronise’: Morrisons and Gousto on leading amid turmoil
Matthew ValentineHaving confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.