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Meet the young ringleaders
Party plan: field marketing and online will be used to launch WWE’s 13 gameA flypast by the Red Arrows, young men dressed as World War Two fighter pilots jumping into the cockpit of Spitfires and a...
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Prestige beauty is in the eye of the in-store beholder
Harvey Nichols hopes to bring glamour to its new Beauty BazaarAnchored by a champagne bar and set over three floors in its Liverpool department store, Harvey Nichols’ new Beauty Bazaar emporium...
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Smart, Savvy and Synced: the Constantly Connected Customer
It is a sunny June afternoon during ‘World Cup Fever’, and an enthusiastic football fan, heady with the promise of England’s chances, draws up in the car park of his local Tesco. His phone whistles...
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How brands can make a big noise with a small budget
Prostate Cancer UK’s Men United campaign is a good example of resourceful marketingTwo friends sit at a corner table in an atmospheric boozer. There’s a bit of banter, an appreciation of the...
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How to build a marketing function fit for the future
Technology is transforming the role of marketing like never before. From the rise of the multi-screen population and expectations around multichannel to the growth in smart homes and the shift towards...
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Why data must be the driver for business transformation
Marylebone Cricket Club sent personalised emails to segments of its consumer database, generating over 20,000 ticket sales‘Digital transformation’ has been a key buzzword of the past couple of years,...
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Six leadership skills you can gain from volunteering
“I began my career as a barista almost 17 years ago and today, I lead a team to deliver marketing plans and creative assets for Starbucks in the UK and beyond,” says Jimmy Curtis, senior marketing...
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Data storytelling in action: BA and Coral share their insight
In the age of the customer, forward thinking brands are harnessing data for a number of winning business initiatives. High levels of conversions, increased loyalty and superior retention all add...
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Three ways to use programmatic for brand objectives
Programmatic buying, which uses audience data to place targeted advertising across multiple media properties, presents marketers with a significant opportunity. Done in the right way – with the right...
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Key trends that should define every brand’s data story
Clare Phillips, head of brand and audience planning, ITV Data visualisation “How often in the past did the implications of data get lost because of people’s natural aversion to being confronted by...
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Pernod Ricard, O2 and Samsung on the next level of programmatic
Andrew Wynd at Samsung, Dan Michelson at O2 and Thibaut Portal at Pernod RicardDefine your approach to Programmatic? Wynd: We have been exploring programmatic since 2012 with encouraging results and...
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How to build storytelling into your video strategy
We are witnessing an explosion of video across the digital sphere, a startling trend reinforced by Cisco’s prediction that 69% of all consumer internet traffic will be video-based by 2017. Brands...
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How to keep on the right side of data regulation
Mondelez was rapped by the ASA in 2014 for using vloggers Thomas Ridgewell (image below) and Phil and Dan (above)The size of the digital marketing opportunity for brands is vast. As the digital sphere...
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How to embrace creativity in the programmatic age
The Your Style Sorted campaign featured a five model shoot showing different style personas and asked the viewer to take a quiz to see four trends for AW15 tailored to them.Programmatic in Vogue If...
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How to prevent a client-agency catastrophe
The relationship between brands and their agencies is coming into sharp focus as budgets get leaner, technology evolves, channels fragment and consumer dominance rises. As brand owners strive to stay...
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What are the basic principles for a good agency relationship?
Barnaby Dawe, global CMO, Just Eat Trust, transparency and mutual respect. Make sure your briefing process and the briefs themselves are clear and to-the-point. Give your agency as much access to your...
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Don’t let technology dictate your customer strategy when selecting a data...
Consumer interactions with brands are constantly evolving and the data trails they leave behind are growing longer and longer. As such, data management technology is now a requirement for most...
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How brands are using artificial intelligence to enhance customer experience
Artificial intelligence has been around since 1956 and has made some giant leaps in that time: beating the best human at chess, the best human at US gameshow Jeopardy and recently beating the best...
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Why transparency in data is key to building trust
When former ITV marketer Julia Porter joined Guardian news and Media in 2012 the brand was beset with difficulties. Revenue streams from its print circulation were in decline and it faced problems in...
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How to measure the success of digital marketing across devices and platforms
Nectar UK urges brands to remember that customer trust is key when linking up digital metricsMeasuring the effectiveness of digital campaigns is an integral part of engaging, exciting and efficient...
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