STUDY UK: RECORD AD SPEND PREDICTED FOR CHRISTMAS SEASON
9. 11. 2023 Advertisers are set to spend a record £9.5bn during the Q4 Christmas season, according to new data released by the Advertising Association (AA) and WARC. This is a 4.8% increase from last year’s record spend of £9bn and demonstrates the continued importance of advertising to the economy during the festive period. Key findings: Broadcast Video… Continue reading STUDY UK: RECORD AD SPEND PREDICTED FOR CHRISTMAS SEASON
TOOLKIT: HOW MARKETERS WILL USE AI IN 2024
8. 11. 2023 The vast majority of marketers are planning to engage with generative AI tools, according to research in the Marketer’s Toolkit 2024, as artificial intelligence proliferates ever more into day-to-day applications. Over half (58%) of respondents to the Marketer’s Toolkit survey report feeling “cautiously progressive” on the technology, as they use new AI tools to experiment… Continue reading TOOLKIT: HOW MARKETERS WILL USE AI IN 2024
UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
2. 11. 2023 Brands that are still spending in upper funnel after ten months experience greater efficiencies versus those who ceased the activity after three, new research shows. In Elevating eCommerce: The Unseen Power of Upper Funnel Spending, measurement platform Fospha analysed the impact of mid and upper-funnel activity on brands’ performance over time, paying particular attention to… Continue reading UPPER FUNNEL ACTIVITY TAKES TEN MONTHS TO PAY OFF
MARKETERS FEEL CONFIDENT ON AI
10. 10. 2023 Three-quarters (73%) of marketers globally feel confident about using AI tools, according to new research* from LinkedIn, and a similar proportion (74%) anticipate that the tech will significantly change the way they work in the next year. Key findings Globally, six in ten marketers are using the technology today, with around half (49%) experimenting with… Continue reading MARKETERS FEEL CONFIDENT ON AI
“WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV
9. 10. 2023 Marketers are reportedly falling out of love with TV – but what do creatives think about the future of the medium? When someone is asked what their favourite ad is they will almost certainly refer to a TV spot. TV is an advertising medium that can leave a long-lasting impression on a person and is… Continue reading “WHAT’S YOUR FAVOURITE BANNER AD?” SAID NO ONE EVER: WHY CREATIVES STILL LOVE TV
MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES
27. 9. 2023 After a few years when marketers were understandably focused on the present – addressing the multiple issues thrown up by the pandemic and its aftermath – new research indicates that they are now looking to the future and are “energised by its possibilities”. That’s according to the annual Future of Marketing report* from insights agency… Continue reading MARKETERS ARE ‘ENERGISED’ BY FUTURE POSSIBILITIES
NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION
25. 9. 2023 Nostalgia is in right now — and perhaps this is partly a reaction to the ever-evolving technocentric landscape we live in. Familiarity can be comforting and a source of positive memories from the past; so, in many ways, it’s unsurprising that brands are harnessing nostalgia to evoke joy and connection for beloved brands, aesthetics, experiences,… Continue reading NOSTALGIA MARKETING: A POWERFUL SOURCE OF EMOTION
MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON
14. 9. 2023 Ad spend may be heading back to the mid-single digit levels seen in the 2010s, but that hasn’t stopped clients from approaching Q4 ad spend with a general sense of uncertainty, agency executives say. Multiple, compounding issues are causing continued uncertainty. Lingering Covid outbreaks, labor issues, the writer’s and actor’s strikes and inflation have caused… Continue reading MARKETERS ARE ‘HOPEFUL YET REASONABLE’ AHEAD OF Q4 AND HOLIDAY SEASON
DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.
9. 7. 2023 Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the… Continue reading DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.
REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES
23. 3. 2023 According to AKA research, reduced communication budgets lead to a long-term decline in sales. Reduced marketing budgets during the crisis have a negative impact on sales in subsequent years. A survey by Behavio Research for the Association of Communication Agencies (AKA) shows that 4 out of 5 brands that have cut marketing budgets in the… Continue reading REDUCED MARKETING SPENDING LEADS TO A DROP IN SALES
WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO
8. 3. 2022 Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago. When I joined a brand consultancy 10 years ago, coming fresh from a finance-focused business undergrad, two things became clear to me, really fast: This stuff is… Continue reading WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO
