Advertisers and agencies must reappraise the value of legacy media and stop relying on ‘clicks’, ‘likes’ and ‘shares’ if they’re to win and cultivate quality attention. Read more
New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.Read more
Magazine media reach up-market audiences who tend to be light television viewers. Increasingly, however, magazine media’s expanded reach on mobile and social media means that they can also be deployed on a more tactical basis. Read more
Fresh evidence has emerged of the effectiveness of direct mail and door-drops since the outbreak of Covid-19, with rises in both viewing frequency and interaction, according to new official figures from Jicmail.Read more
To understand how to adapt to the new realities of society, business and the consumer economy, brands need to address the evolving needs of customers, clients and citizens.Read more
This isn’t the endgame for physical retail. It certainly feels apocalyptic, given recent bankruptcies in the sector. For many retailers forced to close for months, COVID-19 put pressure on finances already strained by the rise of e-commerce.Read more
Home and local experiences taken on increased importance amid the COVID-19 pandemic and retailers and consumer goods companies must tailor their products and services accordingly.Read more
Despite lockdowns easing and the threat of the pandemic receding in the UK, at least for now, 30% more marketers are planning to cut their budgets than increase them in the second half of the year. Read more
The world has changed, and everyone’s online. And while it may at first seem counterintuitive, this could be the best time for brands to send their customers something “physically irresistible” says James Middlehurst, Managing Partner MBA (UK). Read more
Newspaper advertising is in decline as younger audiences prefer to read their news online. However, newspapers still have mass market appeal and adverts placed in the right title, amongst relevant content, can engage readers, raise brand awareness and drive sales.Read more
To say direct mail is having a resurgence would be to deny its steady existence as a vital channel for many retail businesses since the mail order boom years.Read more
