US travel plans—and prices—are reaching pre-pandemic levels. Here’s how marketers can capture that demand
Travel's on the up: With US adults' demand for domestic travel on the rise, prices are following. But there are still a few ways for marketers to capture that demand among price-conscious travelers.
Amazon retains crown as world’s most valuable brand
Amazon tops Kantar BrandZ's list of the world's 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
Mark Ritson on how Dove challenged beauty industry stereotypes
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance...
'Raise the floor and the ceiling': Unilever on its 'integrated approach' to training
Unilever's top marketer Conny Braams says marketers must be given the opportunity to use their new skills on the job immediately or training will be wasted.
Why ‘wargaming’ is essential to future-proof marketing
Being able to take advantage of opportunities and overcome challenges starts with having a solid marketing strategy in place, which Boots CMO Pete Markey says might sound basic, but without the right foundation it's easy to get blown off course.
Agencies feel the squeeze, even without the pandemic
Although the pandemic has been the elephant in the (virtual meeting) room since early 2020, it isn’t the only hurdle agencies must overcome for continued growth and success.
Marketers urged to ignore ‘false boundaries’ of brand and performance
Discovery reveals the holistic approach it took when launching its streaming platform earlier this year, as effectiveness expert Tom Roach questions the validity of separating brand and performance.
Are B2B and B2C marketing really any different? – Marketing Week
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won't be effective.
How the pandemic changed worldwide ad spending
Although 2020 was ad spending’s most disappointing year on record worldwide, it could have been worse. In fact, the final figures outperformed dire mid-pandemic projections.
eMarketer Podcast: Where political advertisers spent on digital media in 2020
Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much.
CMOs have the shortest tenure in the c-suite
New research shows that CMOs last an average of just 4.1 years in their roles as businesses "fail to align" behind the change marketers are leading.
Coca-Cola to hold marketing spend in countries with slow vaccine rollout
The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
Tesco deems marketing ‘mission critical’ following Covid sales boost
CEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.