Brands’ marketers devote considerable resources into trying to understand the preferences of millennials, but they would achieve better results if they based their research on behaviour and attitudes regardless of age, gender or income. That is because consumers are too complex and nuanced to be fully understood by narrow, traditional demographics, argued Virginia Monk, Managing …

A generation of marketers leading businesses today are bluffing about their knowledge of the digital landscape, according to Unilever chief marketing and communications officer Keith Weed. Headlining the first day of the Festival of Marketing 2016, Weed argued that a generation of marketers are slipping through the net and need to act fast to ‘tool …

Leading brand consultancy, Interbrand, named Apple, Google and Coca-Cola the three most valuable brands in its 2016 Best Global Brands report, with automotive and technology brands dominating the ranking—and Tesla and Dior entering the Top 100 brands. Now in its 17th year, the report reveals the Anatomy of Growth, and features an insider’s view of …

Trends en voorspellingen uit de E&M Outlook. De E&M Outlook, het jaarlijkse rapport van PwC naar de stand van zaken in media en entertainment, signaleert dit jaar vier belangrijke verschuivingen: 1) transformatie van businessmodellen, 2)) veranderende demografie,  3)  het veranderende speelveld door concurrentie van digitale reuzen als Google, Apple en Facebook, en 4) een overdaad aan …

Despite the Association of National Advertisers (ANA) claiming agencies are aware and regularly mandate controversial practices including cash rebates, David Wheldon, CMO of the RBS Group, says “too many marketers” still have their “heads in the sand”. It is a “surprise” the practice of agency rebates isn’t a bigger issue, according to David Wheldon, CMO …

The company has previously experimented with content offerings such as All Things Hair and their more recent tie-up with Vice, Broadly, but nothing as bold and as close to the 100VE mothership. You can see what it was thinking. Traditional media like TV and print is haemorrhaging younger audiences. Meanwhile in digital channels the game is …

Programmatic marketing is increasingly being matched by programmatic consumption, in which consumers avail themselves of algorithms to make decisions on their behalf, so saving time and attention for other things. According to J Walker Smith, executive chairman of Kantar Futures, this “Know-Demand Economy” requires marketers to radically rethink how they interact with customers. Writing in …

Marketing attribution of some sort is widely used by businesses across Europe, but it’s not always effective and insights gained are frequently not acted upon, a study has said. The State of Marketing Attribution, a report from Econsultancy and AdRoll was based on a survey of 590 marketing professionals, both in-house and client-side, across the …

Almost half of Brits (40%) ‘actively ignore’ social posts or ads from brands, according to a new study by Kantar TNS, which polled 70,000 global consumers, of which 3,200 were British. On a global basis, just over a quarter (26%) of consumers choose to ignore branded content, while 34% feel ‘constantly followed’ by online advertising. …