Marketing News

Developing an internal carbon offsetting strategy likely isn’t on most marketing teams’ agenda, but at Ovo Energy it’s a top priority. The energy provider is looking to spearhead change by introducing a marketing strategy that pus the focus on sustainability rather than visibility. That will see the company prioritise digital marketing and no longer use
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Galaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers. [embedded content] Galaxy is future proofing its brand with a “fresh, contemporary and modern” repositioning it hopes will appeal to a younger generation. The iconic chocolate brand is ramping up innovations and launching
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Marketers in-house resources despite performance gap To in-house, or not to in-house? It’s a common conundrum. But new research reveals the majority of marketers plan to continue in-housing resources despite falling short of companies’ expectations. As marketers look to save on costs and gain control, many are giving agencies the cold shoulder. But research from
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Ofcom has produced its annual ‘Media Nations’ report and, as usual, the picture it paints is contradictory to the one presented within so much of marketing. While the ‘TV is dead’ meme seems to have disappeared under the sheer weight of continued ad spending, there is still a recurring view among many marketers that it
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The word ‘failure’ conjures up many negative connotations, but it shouldn’t always be seen a bad thing because marketers often learn far more when things go wrong. Hindsight is a wonderful thing. Often when starting out marketers are eager to please and progress up the career ladder, but this can result in them focusing on
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Ritson reveals his insights into what makes “perfectly effective” campaigns and why marketers must go big if they want to see the best results. [embedded content] Having trawled through nearly 9,000 entries and 50 years of marketing effectiveness case studies, Mark Ritson has found nine factors that he believes lead to “perfectly effective campaigns”. This
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When ClearScore began looking to expand internationally, it settled on what might seem like odd choices for a UK company – South Africa, India and Australia. None are geographically close and all three have arguably quite different cultures and attitudes to personal finance to the UK. However, ClearScore’s head of international Stephen Smyth says these
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Procter & Gamble (P&G) has credited a shift from “generic demographics” to “smart audiences” with helping improve the effectiveness of its marketing and its innovation pipeline. Speaking on a call today (30 July) following its full-year results, CEO David Taylor said he is excited about its “smart audience work”, which is helping the company move
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CALM, Screwfix, Booking.com and Virgin Media have also been shortlisted for this year’s competition, which focuses on the lack of representation and stereotyping of the LGBT+ community. Channel 4 has unveiled the seven brands shortlisted to win £1m of commercial airtime via its Diversity in Advertising Award, which this year focuses on the lack of
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