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A metaverse reality check: What role for brands?
Many companies are eager to explore investments in the metaverse, but what is the best way to go about it?
How Mini persuaded the CFO on the potential of the metaverse
Michaela JeffersonAs Mini trials its first metaverse experience, the car marque’s brand lead says marketers must be clear on objectives when trying to get buy in.
Coca-Cola makes metaverse play with new innovation platform
Charlotte RogersWith its first flavour imagining what space might taste like, the Coca-Cola Creations platform will focus on limited-edition product innovations and digital-first experiences.
Marketoonist on the metaverse hype cycle
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Booking.com owner to cut paid media spend as it prioritises direct bookings
Niamh CarrollThe travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
Tropicana on ‘getting back’ to its leadership role in a declining category
Niamh CarrollThe juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Marketing Week’s Festival of Marketing to return in October
Marketing Week ReportersDragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
Global social media ad spend to approach £200bn in 2024
Grace GollaschAccording to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.