Design is not a cost or an unnecessary indulgence but something that can create real financial value and marketers need to be able to make the case for investment and to change corporate attitudes. In a Warc Best Practice paper, How to measure design’s contribution to business growth,Joanna Seddon, president/global brand consulting at OgilvyRED, lays …

‘G-Star is taking on the challenge to do good for the planet and look good while doing it’ Als het op mode aankomt, is 100% duurzaam ondernemen een grote uitdaging. De productieketen van textiel en mode heeft een enorme voetafdruk en de transparantie is vaak nog ver te zoeken, terwijl de vraag om duurzame producten …

According to new IPA research, the alarming decline in ad effectiveness from its 2009 peak is directly connected to the tight grip that short-termism now has on the marketing industry. It’s certainly a bleak picture that has been painted by the report’s authors, Peter Field and Les Binet. Whether or not the gloom has been …

There are clear relationships between share of brand sales in categories and share of paid advertising, according to a study which also highlights a link to the share of owned platform interaction. Writing in the current issue of Admap, Rob Jayson, global lead for branded applications at Publicis Media, outlined the results of research which …

A brand does not remain static throughout its lifetime, potentially passing through seven stages which marketers need to recognise in order to help it evolve and adapt to new circumstances. Writing in the current issue of Admap, Giles Lury, a director of The Value Engineers, and Sean Davey, a partner at Pollitt & Partners, observe …

Content marketing is an important part of today’s marketing toolkit that can help meet a range of goals, from driving brand awareness through to hitting sales targets, which makes it essential that marketers take time to develop a well thought-out strategy. In a Warc Best Practice paper, How to plan an effective content marketing strategy, …

Use of mass-reach paid media is increasingly important for delivering long-term effectiveness, but many marketers are instead concentrating on short-term activations with short-term results, according to a new report from Les Binet and Peter Field. Marketing in the Digital Age, published by the IPA, the UK agency trade body, was launched this week at an …

Over a third of the UK population is aged over 50 yet representation of this demographic in advertising is lacking and tends to be stereotypical. The latest in Marketing Week’s diversity series explores the portrayal and targeting of highly valuable mature consumers. The UK population has aged and is ageing. There are more than 23.6 million people aged 50 …

Flinke kans dat je momenteel ‘om je heen aan het kijken bent’, op zoek naar een nieuwe uitdaging. 44 procent kans, om specifiek te zijn. Niet alleen zijn wij marketeers daarmee minder ‘mentaal honkvast’ dan vorig jaar (37 procent), de score is ook flink hoger dan in andere sectoren, zoals HR, techniek en chemie (25 …