año nuevo

Melissa McCarthy tries to save the environment in Kia’s Super Bowl 2017 ad A lot has been made of the anti-Trump comments Lady GaGa might utter during her halftime performance at the 2017 Super Bowl this Sunday (4 February), but marketers are just as primed to touch on the political tensions that are currently engulf […]

Snap Inc has admitted it faces a challenge in convincing advertisers of the veracity of its ad business as it files for a $3bn (£2.4bn) IPO that could be one of the largest by a tech firm in years. In its filing, Snapchat’s owner says advertising accounted for 98% and 96% of its total revenue

Being classed as ‘simple’ isn’t always seen as a positive but when it comes to brand proposition, being simple is most definitely an advantage. The majority of consumers (62%) are prepared to pay more for a simple experience, new research finds, while 61% would recommend a brand if it has a clear proposition that saves them time. Offering a straightforward shopping

Some 90% of advertisers are reviewing and resetting how they buy programmatic ads as concerns around transparency, rebates and ad fraud rise. That was the conclusion of study by the WFA this week, which found in-house desks are now used by a fifth of its members, up from almost none two years ago. And use

Experience-based design…if that’s how you define your work as a designer, it might be a good time to reevaluate your approach. Now, there’s nothing wrong with being an experienced designer; your experience could be an asset! However, it is essential to realize that there are many moving parts in a working design. For example, do

Close your eyes for a moment and think about the one big thing that has happened in your business environment over the past year that has directly impacted you. Brexit and economic instability, tech disruption, being hired and fired, downsizing, new marketing and agency structures, information overload, the need for speed… the list is endless.

How has Mastercard’s marketing vision changed to connect with a broad audience? The velocity of technology’s evolution has created huge opportunities for brands to build more meaningful connections with consumers. We recognise this opportunity to connect with consumers in a way that turns marketing into a force multiplier for our brand and business. We have

The ad industry has reacted positively to Procter & Gamble’s (P&G) call to increase transparency around media buying and viewability, but is hoping it will just be the “starting point” for radical change. Last weekend, P&G’s chief brand officer Marc Pritchard called for the industry to increase transparency around media buying and viewability and criticised

Facebook’s ad business saw revenues jump again as the social network shook off growing concerns from marketers about measurement, transparency and viewability. The social network’s revenues were up 51% in the fourth quarter to $8.8bn (£6.9bn), while net income came in at $3.5bn (£2.7bn). Facebook now has 1.9 billion monthly active users, with 1.2 billion

Zero-based budgeting (ZBB) is a contentious issue. Advocates talk up its benefits in ensuring marketing focuses on its strategic objectives, while detractors claim it is bureaucratic and wastes time. Yet it is becoming increasingly popular in marketing departments, particularly at major FMCG firms. ZBB is a way of budgeting that means marketers start with a