Ritson is right, pre-testing has transformed marketing effectiveness
Peter FieldThe effectiveness expert and author of The Long and the Short of It explains how pre-testing has led to more effective ads, focusing on emotional response.
UK ad spend hits £36.6bn in 2023 amid real terms contraction
Molly InnesWhile the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Advertising’s longer term ROI more than double short term, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Nationwide ad ban: One in three consumers feel ‘more negative’ towards the brand
Grace GollaschNationwide’s ad being banned for misleading customers over store closures has left more than a third of consumers feeling more negatively towards the brand.
Online ads ‘most complained about channel’ in 2023
Molly InnesThe ASA received 39,034 complaints in 2023, a 16% increase on 2022’s figures, nearly 21,000 of which were about online adverts.
Puma launches first global brand campaign in a decade
Molly InnesThe sports brand is making its “biggest marketing investment ever” to focus on performance positioning.
‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
Peperami brings back ‘Animal’ brand mascot after decade-long hiatus
Molly InnesPeperami joins the likes of Branston and Tango in resurrecting an old brand asset.
Workday’s CMO on why humour is a ‘real differentiator’ in B2B
Matthew ValentineAfter seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
How Specsavers, Rowse Honey and Quaker proved the ‘power of print’
Matthew ValentineFrom dialling up the humour to tackling social injustice, these companies successfully used print to build long term brand equity, according to Kantar’s ‘The Works’ study.
Nationwide claims ad ban an ‘opportunity’ as creative revised
Charlotte RogersThe building society has brushed aside the ban for “misleading” claims over brand closures, updating its adverts with renewed branch pledge.
Nationwide ads banned for ‘misleading customers’ over branch closures
Matthew ValentineAfter a series of complaints, including from rival Santander, the ASA ruled consumers may be led to believe the building society would not close branches in the long term.