‘The audience is harder to find’: How brands’ AV strategies are evolving
With more platforms, screens and acronyms to know, marketers are having to adapt how they advertise across the fragmented AV landscape.
Unilever’s CEO tells marketers to focus on ‘the 4Vs’ of social media
Niamh CarrollAs the company steps up its focus on influencer marketing, the Marmite owner’s new CEO says its marketers are focused on four key areas to drive success.
‘Fight for every ad dollar’: Why B&Q is thinking like a media business
Grace GollaschKingfisher, owner of B&Q and Screwfix, discusses its approach to retail media, knowledge sharing across markets and measurement transparency.
Social media ‘most overrated’ marketing skill, study finds
Charlotte RogersFor the third year running, social media trumps knowledge of AI and performance marketing as the most overrated skill, according to exclusive data.
Unilever CEO claims era of ‘corporate big brand’ ads is over
Niamh CarrollThe time for ‘lazy marketing’ – where a couple of ads a year would suffice – is over, to be replaced by an “army” of influencers, says CEO Fernando Fernandez.
The Warehouse CMO’s pause on ad spend isn’t reckless, it’s marketing leadership
Thomas BartaThe New Zealand retailer’s decision to pause ad spend for eight weeks isn’t the cavalier move some say, but an A/B test all marketers should follow closely.
‘Buyer beware’: Brands open up about the ‘skulduggery’ of proprietary media
Grace GollaschWhile some say transparency is improving, as proprietary media becomes more widespread, advertisers share experiences of what has been described as a “murky” practice that, in certain cases, has deteriorated client–agency relationships.
‘Real, raw, risky’: MotoGP’s top marketer on building a brand with ‘cultural relevance’
Emily ManockMotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.