How does pre-testing fit into the effectiveness agenda?
Niamh CarrollPre-testing can be a useful tool for brands, but working out how to deploy it as part of a wider effectiveness agenda requires thought.
Pre-testing can be a useful tool for brands, but working out how to deploy it as part of a wider effectiveness agenda requires thought.
From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
For the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
Having a strong presence at global events such as Coachella has helped to drive “brand heat”, says Levi’s boss Michelle Gass.
Halfords has doubled loyalty membership in the past year, during a “tough” period which has seen its profits fall more than 18%.
Marketing is where L’Oréal gets its leaders from, so supporting diverse employees to build a career is vital for future growth, says talent boss Michael Kienle.
From the choice of hot coral for its visual identity to the decision to limit access at launch, tapping into behavioural science has helped Monzo attain profitability.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Don’t think of loyalty programmes as points-based schemes that cost money, but as an investment in new revenue streams and drivers of profitable growth.
Collaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
At 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 marketing capabilities needed to succeed to why B2B marketers should raise the creative bar, it’s been a busy week. Here is my take.
New research from the charity reveals 67% of the public feel there is too much gambling advertising in the media, while two thirds fear the impact on children.
Aiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
The FMCG giant is plotting a “meaningful increase” in brand spend as it looks to revive volume sales and deliver “superior experiences” versus the competition.
The makeup brand has reported various declines in its full year 2024 results, many of which are attributed to a reduction in marketing spend.
As brands ramp up their marketing plans ahead of next month’s Paris Games, the International Olympic Committee hopes its new platform will “resonate” with younger fans.
Marketing boss at the mint brand Mark Roberts believes “understanding the land” in which your brand plays is the best way to succeed in a rapidly changing market.
Having achieved scale, the UK energy drinks company has its sights set on the “big brand objective”.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
It’s difficult to boil down broad issues into a few words, but the best slogans offer promise while letting the public form their own interpretation.
Despite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
Despite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.