Covid hit marketing hard, and the resultant global economic downturn has hardly helped matters. In 2024, it feels at times as if creativity is coming under more pressure than ever before – constantly under threat of ceding to rigid economic constraints. What then, is the answer? How can marketers ensure that creativity is enshrined at all costs? And how best can they go about protecting it? This is exactly what the latest episode of Marketing Beat’s Marketing Bites is preoccupied with, and...

Today’s tech-driven marketing landscape means brands and advertisers have a plethora of data at their fingertips. But how can they ensure they are making the most of this insight?   In digital advertising, the method of delivery is as important as the message, if brands are to land an effective, engaging campaign. Joining us to give us their unique perspective are Thom Arkestaal, director, advertising insights, Microsoft Advertising and Xanthe Pickford-Avery, head of search,...

Is having an instantly recognisable brand the holy grail of marketing?  We've seen some incredible brand-first campaigns lately, from British Airways, Müller, and Specsavers to name a few examples, how can marketers help their brands reach that pinnacle where everyone knows on sight who you are and what you do? In this episode of Marketing Beat's Marketing Bites we'll be asking that question with a brand that will be instantly familiar to listeners, Tony's Chocolonely. Emma Baines, head of...

The first step for any brand campaign is getting consumers' attention. Eyeballs alone don't cut it, views are not enough and ads need to make a real impact to have a measurable effect.  But with so much noise out there, how can brands identify the best way to get their business seen?  We’ll be picking apart what attention really means by looking at different types of campaign – from shock marketing to long-term strategic brand-building - the measurable effects of these, and why marketers...