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Vice CEO: Brands are investing too much in platforms and not in enough in exclusive content

This year’s Mobile World Congress agenda has seen a rise in talks about content but it comes at a time where advertisers have numerous platforms to choose from and Vice’s chief executive, Shane Smith, believes that there’s too much investment in the latter. He said: “If you embrace new technologies you are going to need …

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Vice CEO: Brands are investing too much in platforms and not enough in exclusive content

This year’s Mobile World Congress agenda has seen a rise in talks about content but it comes at a time where advertisers have numerous platforms to choose from and Vice’s chief executive, Shane Smith, believes that there’s too much investment in the latter. He said: “If you embrace new technologies you are going to need …

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Government focuses on AI and data in post-Brexit digital strategy

The Government’s new digital strategy has outlined key changes it wants to make in 2017, including a heavy focus on AI, data and to create new markets for the UK’s creative industries. In a speech today (1 March), culture secretary Karen Bradley says the digital sector needs to be taken seriously as it is now …

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Vodafone marketing head: Shiny new things don’t hit targets

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 …

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Google champions YouTube viewability in bid to boost trust in digital advertising

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 …

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L’Oréal on how the ‘power’ of diversity transformed the brand and pushed sales

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 …

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Nestlé: Digital leaders that don’t feel restless aren’t doing their job

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 …

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Deliveroo launches first TV campaign in brand expansion push

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 …

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