How Arla and Guinness captured people’s attention to extend the reach of their OOH ads
Chris SutcliffeThe two food and drink brands used consumer curiosity to create effective OOH campaigns, according to Kantar’s ‘The Works’ study.
The two food and drink brands used consumer curiosity to create effective OOH campaigns, according to Kantar’s ‘The Works’ study.
While marketers are prone to pursuing the next big idea, taking a more consistent approach is gaining pace for multiple reasons as brands eye up growth, effectiveness and cost saving.
The latest GfK consumer confidence barometer suggests that consumers are trying their hardest to find reasons for optimism ahead of the holidays.
Lauren Weinberg will replace Leslie Berland as chief marketing officer after just two months leading marketing at Intuit.
The boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
Online marketplace Etsy has announced it is cutting 225 jobs, one of which is its long-term chief marketing officer Ryan Scott, as it consolidates its marketing function under its current COO.
Plusnet has dropped its mobile offering to focus solely on its broadband service. It’s part of a wider transformation for the brand that is looking beyond its Yorkshire roots, explains business lead and CMO Jo Carman.
The role of social media in brand building is becoming more widespread and is set to gain traction in 2024.
Brands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Carefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
Many FMCG brands have relied on price increases to drive growth during inflation, but this is unlikely to be sustainable as costs ease next year.
It’s quarter-final time. There are now just eight campaigns left. Vote for your favourite to help it get through to the semi-final.
Data privacy laws are set to change again next year just as data partnerships take off.
Private ownership means Mars can be ‘bold’ and think about the long-term health of its business without being distracted by short-term thinking, says senior brand director and business unit director, Kerry Cavanaugh.