Too often marketing effectiveness is the sole preserve of strategists and only spoken about when entering awards, but for advertising’s impact to be understood outside the marketing department this needs to change, says BBH’s managing partner of effectiveness, Tom Roach.
Anchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
From Giffgaff’s new ad campaign in response to the coronavirus pandemic to EasyJet scrapping the CMO role and the hit to consumer confidence, catch up with all this week’s most important marketing news.
The festival’s organiser says that, with the industry “in turmoil” due to the coronavirus pandemic, it has made the decision to cancel this year’s event altogether.
As marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
An increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.