Why live TV ads won’t work for every brand
As live TV ads become increasingly popular among marketers, ITN Production’s head of commercials Adam Barnett explains how brands can make the most of the format – but warns it isn’t for everyone.
Screw it, let’s do it: Virgin Holidays on the launch of its ‘most ambitious campaign’ yet
Rachel GeeVirgin holidays is launching its first live ad in a bid to get more people to take long-haul holidays, as it says that Brexit has made people want their money to work harder than ever.
ITV and Channel 4 on how the ad break takeover is reigniting TV advertising
Thomas HobbsAs ITV prepares to air a ‘world first’ ad break takeover during its programming around this weekend’s 90th birthday celebrations for the Queen, the move reflects a wider shift as more and more brands spend big on long-form TV advertising.
Stand Up To Cancer tests YouTube fundraising with record-breaking live stream
Sarah VizardStand Up To Cancer is opting not to run a telethon this year, instead exploring how YouTube can be used for fundraising with what it claims is the longest ever live stream by a UK charity.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.