Accountability, effectiveness and a commitment to collaboration will define the working culture of future marketing organisations, according to Marketing Week’s research in partnership with MiQ.
Lack of contextual understanding for consumers’ behaviour has long held back the effectiveness of personalisation in spite of a wealth of data, but marketers are finally starting to get a grip on it.
ITV boss Carolyn McCall wants advertisers and viewers to see the UK’s largest commercial broadcaster in a new light – less cosy, more front foot, and ready to win those all-important ad dollars and eyeballs.
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
As Facebook and Mark Ritson faced each other on stage at the Festival of Marketing, it became clear the range of challenges facing the social network as it looks to prove its place in the marketing mix and people’s lives.
New research shows the over-50s feel misrepresented and ignored by advertising because brands are using their age, rather than their attitude and lifestyles, to target products and services.
Tesco is using the information it has on its 16 million Clubcard customers to track their shopping habits and see what the triggers are for changing behaviours and convincing shoppers to eat more healthily.
The FMCG giant admits it had “got stuck” in traditional touchpoints such as packaging and in-store point-of-sale, but a focus on analytics and getting agencies and team members to push the agenda has helped drive the business forward.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
From the reasons why digital transformation is “made up” to the struggles with brand purpose, we round-up all the big news from the second day of the Festival of Marketing.
The former boss of WPP says creativity is at the centre of what his new company, S4 Capital, does but admits the nature of creativity has changed due to the rise of data.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
The documentary maker and journalist says he sees much in marketing “to enjoy” and is intrigued by the balance of “seduction and sales”.
The founder of the organic soft drinks brand, which gives a portion of profits back to producers, says authentic storytelling means its product “isn’t just something on a shelf”, which is helping it take on the category leader.
Loyalty isn’t synonymous with how often consumers buy a brand, according to Marketing Week columnist Helen Edwards, who told the Festival of Marketing there are various types of loyalty that marketers can exploit in different ways.