Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
Experiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
As market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
We arm you with all the numbers you need to tackle the week ahead.
Omicron, rising inflation and supply chain disruption have taken their toll on overall marketing budget growth, but spend on market research is on the rise.
Brands need the right insights to devise a winning strategy that attracts and retains more customers – driving volume sales, premiumisation or both.
Confirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
With investment on a downwards trend, many brands are dealing with falling market research budgets. But marketing bosses at PepsiCo, Aviva and PZ Cussons believe expensive isn’t always better when it comes to producing quality insight.
Mark Ritson shares 10 hacks for smaller businesses looking to make the most of their marketing budget.
In an open letter to the industry, GfK CEO Peter Feld explains why radical, evidence-led change is required to adapt to consumers’ shifting attitudes and behaviours.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Attest research shows consumers want to shop sustainably, but brands and retailers need to offer good-quality and good-value products to help them make that choice.
Marketers are “setting themselves up to fail” if they rely on averages and don’t make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.