Often the best ideas come while relaxing on an inflatable watermelon
Johnny CorbettThree things to remember as you go on holiday this year, but most of all, how important it is to take a break from it all now and again.
Three things to remember as you go on holiday this year, but most of all, how important it is to take a break from it all now and again.
Marketing’s most overlooked asset is the data already sitting in research studies, so take time to dig them out and review what you already know.
Understanding the six ways in which financial value is created can help marketers unlock bigger budgets.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Marketers see GenAI as a productivity aid, but in reality that means more work in the same time, not the same in less.
While Mark Ritson’s call to arms for the industry to embrace inclusion is great, he might have missed an even better reason to do it.
Data shows ads with LGBTQ+ representation perform the same as those without, which means brands can be inclusive just because it’s the right thing to do.
As GenAI grows, brands’ visibility and associations in the data sets of large language models will be key – if marketers can link them to market share.
Research into customer service shows that ending on a positive note matters more than the experience overall – and is something marketers should consider when tailoring their customer journey.
Yes, Labour won the election, but there is much more the party could have done to engage and mobilise female voters, something it will need to address in future.
To help marketing leaders develop change is essential, so it’s incumbent on CMOs to create a culture where fear is managed and complacency avoided.
Brands need to be bolder and stop only focusing on the negatives of the female experience when it comes to women’s sport marketing.
With inflation falling, brands that have used clever pricing to drive profits will need more restraint to avoid new entrants undercutting them at lower margins.
AI customers can now deliver a 95% match to real survey results, which will ultimately feed a fully automated process of marketing strategy and execution.
AI’s strength is automating high-volume, short-term marketing activity, which means social media could become a cesspool of synthetic content.
It’s difficult to boil down broad issues into a few words, but the best slogans offer promise while letting the public form their own interpretation.
While many are in favour of collaboration and consensus over command and control when it comes to leadership, there are some serious watch-outs to consider.
Follow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
The moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
For B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.
Marketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
See the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Despite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Work must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
Women’s health is a $1trn per year opportunity yet brands are still failing to represent and communicate to women in a meaningful way.
From the choice of hot coral for its visual identity to the decision to limit access at launch, tapping into behavioural science has helped Monzo attain profitability.
When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
More distinctive ads are more memorable, and the holy grail is creative that stands out while also conveying the brand’s core message.
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