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Paul Davies, marketing director, Microsoft UK If 2016 has been about marketing science and the proliferation of multiple emerging digital tactics and platforms, I think 2017 will see the much-needed return of the big advertising ideas and the re-emergence of the art of the marketing discipline. We will see the pursuit of bold, ambitious unifying […]

Almost half of online campaigns don’t reach their target audience, showing the struggle many brands face to target effectively through digital, according to new research. The study conducted by measurement company Neilsen, found UK campaigns reach their target just 47% of the time. Travel brands are the most successful at reaching their desired audience, at

With 11 days to go until Christmas, retail discounts currently average at 43% and are set to rise to 54% by Christmas Eve, a record high. According to Deloitte, which analysed more than 300,000 products currently on sale, this represents the sixth year in a row that British consumers have been treated to a growth

The advertising industry has voiced its concerns about “dangerous” new EU privacy rules set to come into place, arguing it could “destroy the internet’s business model”. The European Commission is in the midst of overhauling its data protection and privacy laws. After the approval of the General Data Protection Regulation and the Data Protection Directive

In a year that will go down in history as one of the most unpredictable of recent times, it is perhaps only fitting that England’s shock defeat to footballing minnows Iceland was the most tweeted about TV event of 2016. The UEFA European Championship game, screened on ITV1 on 27 June, generated 2.1 million tweets

In keeping with founder Henry Ford’s ethos of bringing products to the masses, car marque Ford’s future focus is on increasing accessibility to electric cars, autonomous vehicles and launching its shuttle services in European cities. But while the brand has its sights firmly set on the future it is not complacent enough to ignore the

Photography is one of the ever-evolving disciplines of art direction that we can never get enough of. Alongside typography and illustration, photography does more to add character to design than any other element. One of the leading sources of stock images and vectors since 2009, Depositphotos has more than 50 million files on offer, and

AR and VR grow up It is not surprising to see consumers walking around with their eyes glued to smartphones but when droves of people are running around trying to capture a Pikachu, it attracts attention. The success of augmented reality (AR)-based game Pokémon Go has opened up brands to the potential of the technology and next

John Lewis’s sales fell 2.1% to £151.8m in the seven days to December 10 as the Black Friday promotional event and Christmas Day falling on a Sunday change the “shape of trade” over Christmas. The company, which has vocalised its concern over Black Friday in the past, was duty bound to the American retail tradition

Anyone at YouTube’s Brandcast last night (12 December) will have noted a very different feel to the event. Last year’s, event saw Google tell advertisers that if they wanted to reach 16- to 34-year-olds they would need to give YouTube 24% of their TV budgets. Yet fast forward a year and YouTube is taking a