administrador

Zero-based budgeting becomes the new normal Several trends have coalesced to make zero-based budgeting an imperative for marketing teams in 2017. The practice requires marketers to justify spending on all new activity, rather than having set budgets based on revenues or the previous year’s spend. This carefully costed approach reflects the economically uncertain and austere conditions

Both the advertising and food and drink industries have rallied behind new rules banning the advertising of high fat, salt or sugar (HFSS) food or drink products in children’s media. The rules will apply across all non-broadcast media targeted at under-16s from July next year, including print, cinema, online and on social media. The rules

Brands these days rarely develop isolated strategies for each channel without consideration of the impact, or the ‘halo effect’, optimising one digital discipline will have elsewhere. But only recently can the same be said for marketing based on device. The concept that you should have a separate marketing strategy for mobile, tablet and desktop is

A still from Thomson’s ‘Moment’s campaign’. Thomson is launching its last marketing campaign of 2016, as it looks to position itself as a modern travel company ahead of its rebrand to TUI next year. The ad shows a young girl walking to her father at one of the company’s resorts in Crete. Moments are ‘frozen