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WEB2 days ago · At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week.
Seven principles of effective marketing communication
WEBOct 5, 2021 · So there it is: one unchanging piece of communications hardware, the brain, and seven unchanging principles of effective marketing communication that can get that hardware working for your brand: reach, attention, creativity, distinctiveness, consistency, emotion and motivation. The most effective communication has always and will always ...
Coca-Cola marketers add innovation to ‘primary focus’
WEBApr 25, 2022 · Coca-Cola had been restructuring its leadership team since August 2020 to better “capture growth in the fast-changing marketplace”. Innovation looks set to remain a key focus for the business going forward, despite the current inflationary environment. “We have a bias to invest [sic] behind our brands in marketing innovation,” said Quincey.
The best marketing campaigns of 2021: Part 1
WEBNov 30, 2021 · The metric peaked at a score of 14.1 on 17 July. In the third quarter of 2021 – after six months running the campaign – Airbnb posted its highest ever profit, with net income up 280% year on year to $834m (£618m). Adjusted EBITDA broke the billion dollar barrier for the first time, as the business reached a “major milestone” of 1 ...
M&S cuts marketing spend by a third as it accelerates shift to digital
WEBMay 20, 2020 · Marks & Spencer (M&S) is moving more of its marketing budget from traditional media to performance-based channels as Covid-19 “accelerates” its shift to digital, and the pandemic forces its clothing and home division to become a “pureplay” online business. “The first place [the cuts] will be noticed is in above-the-line campaigns; …
The best marketing campaigns of 2022: Part 1
WEBDec 6, 2022 · But rather than shy away from the challenge, Boots attacked it head on, with ‘Summer Better Be Ready’ becoming its biggest summer push to date. Indeed, the marketing budget for the brand’s 2022 summer drive was 20% higher than 2021’s ‘Feel Good as New’ campaign. It was also the first campaign to be launched as part of the …
The best marketing campaigns of 2020: Part 1
WEBDec 8, 2020 · Direct Line – We’re on it. When Direct Line said it was getting rid of its hugely successful ‘The Fixer’ campaign in early 2020, many thought it must be an early April Fools’ Day joke. The campaign featuring Winston Wolfe had been a runaway success, helping the brand win two IPA Effectiveness gold awards and deliver significant ...
The ‘Flippening’ will usher in a Golden Age of B2B marketing
WEBMar 4, 2022 · The Flippening will spark a positive chain reaction, which will be good for everyone in B2B. The shift to brand will benefit businesses, since brand 1) increases long- and short-term sales, 2) improves pricing power, 3) reduces talent acquisition and retention costs, 4) unlocks growth in new categories, and much more.