2017

In the face of growing pressure to deliver financial results, marketers should shy away from “shiny new things” and focus on adding long-term value to the business, Vodafone says. Speaking at Newsworks’ Shift 2017 conference this morning (1 March), Vodafone Global Enterprise’s head of marketing Katrina Lowes said she faces a challenge building a long-term […]

A handy technique I learned from the wrong job… Years ago, I spent an awkward patch of my career as an instructional designer, creating courses for online learning. It was a bad fit and I moved on happily, but one part of that job has made me a better UX designer: learning objectives. Learning objectives are

Advertisers are becoming increasingly aware of the issues around measurement and the viewability of online advertising. Just last month Procter & Gamble’s chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain. And, speaking to Marketing Week at Mobile World Congress, UK director of branding

L’Oréal Paris says its increased focus on diversity has pushed sales and led people to reappraise the brand. The campaign for its True Match foundation, which came out in August last year, targeted men for the first time. It decided to pick male blogger and makeup artist Gary, aka ‘The Plastic Boy’, as one of

Pete Blackshaw, global head of digital and social media at Nestlé, says he sometimes wakes up in “a cold sweat” because he’s “worried” about whether he can keep up in today’s environment. And he thinks other digital leaders should feel the same way. Speaking to Marketing Week at Mobile World Congress, he says: “All the platforms

Deliveroo has launched its first national TV campaign in the UK, as it looks to capitalise on growing consumer demand for its delivery services for different meal occasions such as breakfast and lunch. The service is launching in Newport today (1 March), making it the 100th city in the UK to offer the service to

Common web design problem: Just writing out why a company is special is usually an insufficient way to tell a story to people in a way that will give them a rapid understanding of what makes a company’s product or service awesome. We have to get visual—people should be able to blur their eyes when they land

Netflix chief executive Reed Hastings says marketers should follow its lead and focus on incredible stories, characters that engage and story lines that are meaningful and funny as content becomes “less about the screen size”. Speaking at Mobile World Congress in Spain last night, he said: “We don’t design for mobile – there are people