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Mark Ritson: Comparing TV audiences to digital views is utter nonsense
Mark RitsonThere is an urgent need to translate digital views into TV audiences and vice versa otherwise brands will continue to be misled by thin digital video viewing estimates.
Mondelez on its shift away from ‘interruptive TV ads to creating content that makes money’
Leonie RoderickMondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
Customer focus and place: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
Robinsons unveils first major rebrand in a decade to kick off fresh marketing push
Michaela JeffersonA “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
What marketers are doing to ensure ‘place’ is part of their remit
Matthew ValentineAs new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?