Brands often choose their biggest commercial occasions, such as Christmas for retailers, to do their most significant brand-building, but how do they ensure they’re building a brand for life, not just to win in that specific moment?
As retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
Very has worked with System1 to develop a precise approach to TikTok pre-testing, as the retailer looks to “accelerate growth” in 2025.
The simplest thing you can do to make marketing more effective is to resist change, and take advantage of the associations your brand has built up over time.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
