trends
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Fathers the central figure in family brand campaigns
An increasing number of household brands are seeking to make an emotional connection with both sexes by running TV ads that poke a bit of fun at the way modern dads behave.
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Branded experiences are the big attraction
Big-name brands are taking control of their experiential activity by hosting their own events in an effort to create the right atmosphere and better target the audience.
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Customer journey starts in the great outdoors
Digital outdoor advertising is helping marketers to change the customer’s route to purchase and - in combination with social media channels - lead them on a new path.
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Why global brands must be part of local cultures
How firms from Krispy Kreme to Weetabix are using their global brands to spark cultural change in local markets.
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TV campaigns are icing on the marketing mix
The first fast.MAP/Marketing Week Effectiveness Tracker looking at retail brands reveals that TV campaigns only work if advertisers support them with direct marketing activity.
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Tv spots paint false image of material girls
Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector.
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'In advertising we've a broad level of trust'
Research seen by Marketing Week reveals consumer advertising enjoys a broad level of trust, but marketers need to address areas of concern to ensure the trend continues.