The homewares brand has shifted 70% of its marketing budget into social media, is using consumer insight to shape innovation and preparing for a future where AI-powered search changes how brands are discovered.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From M&M’s brand character getting its ad banned to a fully AI-run marketing team experiment, it’s been a busy week. Here is my take.
In a year where its marketing investment was shifted into price, Jet2 recognised the value of social media, which is becoming a “bigger part” of its marketing strategy.
In a world of media fragmentation, ‘resonating fame’ is driven by ‘lots of littles’, exploring niches and creating content instantly recognisable in the scroll.
Looking to ramp up its social media spend, JD Sports is using Snapchat to bridge the gap between digital and physical retail to reach “incremental” customers.
A Tesco ad showing its in-store quiet hours for people with sensory overload lands in the top 19% of all ads for distinctiveness, according to Kantar.
The first retailer to build dedicated TikTok studios for live streaming, QVC wants to match the pace of social commerce, while building on trusted foundations.
In a world where influencers behave like a media channel, the new model for success blends creators, paid media, continuous testing and rigorous measurement.
Asda is refreshing its approach to social commerce following a successful stint on TikTok Shop, as the grocer reaps the rewards of uniting paid, organic and influencer.
Chinese challenger brand Changan has taken a “social-first” approach to launch in Europe, and now it has its sights set on longer-term growth.
With some of its creator relationships dating back 15 years, the biscuit brand has built the trust needed to relinquish creative control and focus on growth.
As the lines between social media and television converge more than ever, marketers need to cement associations with creators, with a view to build long-term entertainment formats.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From exploring the role advertisers should play in improving safety on social platforms to the value of creativity, it’s been a busy week. Here is my take.
A US judge has dismissed claims brands including Unilever and Mars coordinated an illegal boycott against Elon Musk’s X.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From McDonald’s making more of its nostalgic brand assets to the impact of parenthood on marketers’ career progression, it’s been a busy week. Here is my take.
