Until very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
NatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
Currys’ rebrand has reached its two-year anniversary, helping kickstart a marketing transition that has seen its marketers better able to make the case for brand investment.
Nationwide’s ad unveiling its rebrand scores within the top 10 percent of consumer banking ads, according to data from effectiveness firm System1.
Digital ad spend continues to grow, recording a 5% rise in the first half of the year, with digital video accounting for the strongest growth.
NatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.
While the traditional sales funnel still has some uses internally, marketers at PwC, Goldman Sachs Asset Management and Jellyfish Global agree it is no longer fit for B2B buyer journeys.
Speaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.
Anna Braithwaite, M&S’s top marketer for clothing and home, says the brand is back on track now it has the right balance between style, quality and value.
Yorkshire Tea’s marketing director says it’s wrong to frame conversations around traditional and digital channels as “or” rather than “and”.
Research from Thinkbox and academics demonstrates the interplay between audio and video for recollection, effectiveness and distraction.
Old El Paso and Häagen-Dazs owner commits to double-digit media spend increase and has vowed to return to “smart, hard hitting advertising” for its pets division and a price and product review.
For all its problems, my time at Brewdog taught me one very valuable lesson – answer your own question: “This will only work if…” It could very well change the way you look at budget constraints.
More marketers say digital media – over offline channels – is effective at building brands. But how much of it is being driven by shrinking budgets and easier to track metrics?