Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
How will marketers manage media spend in the second half of 2024?
Grace GollaschWith the first half of the year positive yet “bumpy” for marketers, the second half will see “cautious optimism” return when allocating budgets, experts say.
Marketoonist on corporate apologies
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Nine steps to making your media budget work as hard as it can
Andrew GeogheganHow you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
Marketing budget growth increases by highest level in a decade
Grace GollaschIn line with a “brightening economy”, marketing budgets across all main categories have been revised upwards.
The growing pains of retail media: Dodging ROAS gremlins
Ben DavisRetail media is growing fast but there are watchouts brands must be aware of before jumping in full steam.
Think of your media mix like ‘Moneyball’ if you want to find success
Grace KiteMarketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Main media budgets down as brands ponder economic recovery
Grace GollaschAs “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Domino’s CEO: Decision to ‘tactically hold back’ marketing spend in Q1 was ‘the right thing to do’
Lucy TesserasDomino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
More data does not always mean more effective marketing
Jerry DaykinMedia buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Co-op joins retail media network race
Molly InnesCo-op’s foray into the retail media network space comes off the back of an increased focus on first-party data and membership scheme changes.
Five trends that will shape media in 2024
Michaela JeffersonFrom AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
Auto Trader looks to ‘underrepresented’ groups for its largest-ever marketing investment
Chris SutcliffeThe automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
Three ways marketers can make their media plans more sustainable in 2024
Marketing Week PartnerEvery wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.