More CMO roles held by women and ethnic minorities
Ellen HammettThere are positive signs that companies are taking the importance of increasing diversity at the most senior levels of leadership more seriously.
Circulation reporting changes aim to help news brands share ‘message of growth’
Ellen HammettABC wants to better help newsbrands manage the narrative that suits their strategy, with News UK one of the publishers that will take up the option to report its circulation figures privately.
M&S cuts marketing spend by a third as it accelerates shift to digital
Ellen HammettMarks & Spencer is cutting its marketing spend by £50m this year, with much of that saving coming from TV and press as the retailer turns to social media amid the pandemic.
How one brand is tackling 100 years of ‘failed’ femcare
Ellen HammettDirect-to-consumer femcare brand Callaly is hoping its first big marketing investment will send a clear message about the need for more female-led innovation in the sector.
How The Ticker improved the odds for gambling brands’ mobile success
Ellen HammettFrom boosting display ad conversions by 1,200% to increasing viewability to more than 90%, The Ticker has significantly improved campaign performance for a number of online betting brands.
Meet the startup tackling plastic waste with seaweed
Ellen HammettNotpla has been working with brands including JustEat, Unilever and Lucozade and believes it will compete directly with plastic in a few years.
Food and government ad spending soars as travel and entertainment plummets
Ellen HammettAdvertising spend on traditional channels reflected both consumption changes and new behaviours from homebound consumers during the month the UK went into lockdown.
‘Hello Boys’: How Wonderbra caused global fever and won the bra wars
Ellen HammettWonderbra’s Hello Boys campaign from 1994 is considered one of the most iconic ads of all time. But it almost didn’t happen – until Eva Herzigová walked into the room.
Morrisons: Covid-19 has spurred a renaissance of supermarket food
Ellen HammettPartnerships with Amazon and Deliveroo put Morrisons in a “very good place” as consumers switch to grocery home delivery and are forced to buy more fresh food through supermarkets.
Heinz, Tesco and Aldi behind ‘most effective’ Covid-19 ads
Ellen HammettBrands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic.
Why are brands turning to direct response amid Covid-19?
Ellen HammettMarketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?
Equity, affinity, innovation: What brands can learn from range rationalisation
Ellen HammettThe necessary reduction of products and ranges as a result of Covid-19 has given brands a chance to take stock of their portfolios, listen to their customers and think about how they can play a better role in consumers’ lives long-term.
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‘There is a big hole in the value chain’: Brands lose 50% of the money they invest in programmatic ads
Ellen HammettA new study by ISBA has found that half the money advertisers invest in programmatic advertising never reaches online publishers, with 15% of the money unattributable to any players in the supply chain.
Sainsbury’s CEO: Shift to online shopping will stick post-Covid-19
Ellen HammettCovid-19 has accelerated the shift to digital in the grocery market out of necessity, but Sainsbury’s outgoing CEO believes many of these checkout-free habits will stick.
Digital ad spend to decline for the first time as Covid-19 ends a decade of growth
Ellen HammettThe ad market is expected to experience a 16.7% fall in spend this year, with 2020 forecast to be the first year spend has declined across all media channels since the advent of digital.