The IAB’s plans to release video viewability standards in Q4 will encourage advertisers to maximise the visibility of their ads. Viewability figures should offer a powerful data pool for brands, enabling them to employ real data insights to inform their strategy.
It was refreshing to see a balanced view of zero-hour contracts (Making flexible staff work for your brand). These contracts are so often vilified in the media yet are crucial not only to experiential agencies but also the staff who work with them.
Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability ...
CAP and the ASA may have published their commitment to good regulation in a statement on 14 July but are those in the marketing industry as committed to responsible marcoms as they should be?
I agree that at present ‘the single customer view (SCV) is unattainable’. In our experience, many companies have a long way to go in gathering data from established channels such as websites, mobile apps and social media and across devices.
Your article on baby-boomers established how older people are feeling ignored by advertisers – and rightly so. But the real trick that marketers may be missing lies in the increasing scope of product sectors across which these baby-boomers are now the primary purchasers.
Did Marketing Week intentionally use Hotter as an example of bad practice or was it simply a wonderful example of irony? Making a sweeping statement such as: “ When we reach 50… comfort starts to override the more glamorous aspects of footwear” is exactly the kind of stereotyping that us 50+ consumers find so annoying.
I couldn’t help feeling a little incensed by Mark Ritson’s ‘Caveat Patronus – let FIFA Sponsors Beware’. The question isn’t whether Sony has the right to demand such behaviours. Rather, it is about the most basic of ethical behaviours that we all expect of the organisations we work with: transparency, openness, and honesty.
There needs to be a much wider appreciation of what the chief digital officer’s (CDO) role entails. It’s true that digital elements underpin many departments within an organisation but it would be erroneous to simply incorporate the senior digital role into that of the chief marketing officer.
Mark Ritson’s take on the Dixons Carphone merger was excellent. A very funny, very pointed look at every type of disappointing rebrand there’s ever been.
News of the Carphone Warehouse and Dixons merger comes as little surprise since the two have been in talks for months, but it will leave many wondering what the implications are for consumers.
The pressure from supermarkets to cut prices throws into question the value consumers place in brands. Sainsbury’s Justin King played down his rivals’ price cutting tactics as a “skirmish” but our research found that 85 per cent of people now prioritise cost over ethics when they shop, and only 13 per cent ...
Recently, Marketing Week launched its Vision 100 list. it purports to highlight the 100 most visionary marketers around. It’s a great list, full of inspirational people who have genuine achievements to their names. However, you’ll be lucky ?to find a B2B marketer in there, ?and that’s disappointing.
It’s not just mums marketers are failing (‘The five myths of marketing to mums’). Too many brands concentrate on female stereotypes, treating women as a homogenous group rather than individuals. Worse, they are often ignored by marketers, or patronised with a ‘pink it and shrink it’ approach.
I read with interest ‘UK consumers underwhelmed by their experience with brands’ (mwlinks.co.uk/customerexperiencemarketing) and it comes as no surprise that many customers feel this way. With some brands still looking at consumers in segments rather than as individuals there will continue to be disconnect in customer experience as individual interests are not being recognised.
I was pleased to hear Coca-Cola’s European vice-president of marketing dismiss concerns that its World Cup sponsorship may be threatened by ambush marketing
My mum has always been amused by my attempts to pigeonhole her into the ‘mum’ box. She is a Black Sabbath fan. An educational psychologist and a feminist.
Your article ‘New leverage in local media?’ rightly highlights the massive opportunity presented by the local TV revolution for brands seeking to reach new audiences.
I see Lucy Tesseras’s point in her article ‘Understanding food labels’ and support healthy messaging on packs.