Regulators on why ‘responsible influencer marketing’ is a revenue generator
Amrit VirdiJust because you own a phone doesn’t mean you know how to be a creator or how regulation works, say the ASA and the Influencer Marketing Trade Body.
The Year Ahead 2025: Brands get better at measuring the impact of influencer partnerships
Amrit VirdiWith brands predicted to have spent £870m on influencer tie-ups in 2024 alone, accurately measuring their impact will become even more important in 2025.
Currys praises ‘healthy return’ on marketing spend as revenue grows
Amrit VirdiCurrys claims to have “dramatically improved the level of intelligence” it brings to its marketing investments, after ramping up focus on PPC.
The Year Ahead 2025: Brands use of social commerce accelerates
Amrit VirdiSocial commerce has expanded in 2024 through gaming, interactive filters and livestreaming, with its importance only set to grow next year.
‘We have to be bold’: Lessons from beauty giant NYX’s social media resurgence
Amrit VirdiAdvocating the need to “fight for your project” when it comes to social, NYX’s comms director discusses the value of choosing influencers “wisely”.
‘Do something that scares you’: Booking.com on moving at the ‘speed of social’
Amrit VirdiHaving generated 40.6 million impressions on TikTok with its latest campaign, Booking.com is on a mission to bring its “motivations-led” mantra to social media.
This Much I Learned: M&S on how consistency is fuelling its transformation
Amrit VirdiM&S marketing directors Anna Braithwaite and Sharry Cramond discuss the transformation project that led to the retailer being named Marketing Week’s Brand of the Year.
John Lewis overtakes Aldi as people’s favourite Christmas ad, data suggests
Amrit VirdiAfter being on air for nearly two weeks, John Lewis’s festive ad is resonating with the public.
‘We’re competing with the big guns of social’: How Currys became a TikTok powerhouse
Amrit VirdiCurrys has captured Gen Z through TikTok as it aims to shift its brand perceptions and reach a broader demographic.
M&S Food overtakes Aldi as most recognised Christmas ad, data suggests
Amrit VirdiM&S Food is matching Aldi’s festive success with John Lewis coming into the ad race strong.
Dialling up ‘brand difference’ helps Cadbury top festive ad consumer ranking
Amrit VirdiCadbury’s ‘Secret Santa’ ad is performing best for brand difference and meaningfulness, according to new data from Kantar.
Consistency pays off as Aldi and Coca-Cola top Christmas effectiveness rankings
Amrit VirdiSystem1’s analysis of 2024’s Christmas ads has found creative with strong brand-building potential is also more likely to drive sales. Aldi’s Kevin the Carrot tops the ranking for both short and long-term effects.
Nostalgia, emotion, storytelling: Is this the ‘most consistent’ year yet for Christmas ads?
Amrit VirdiConsistency, episodic storytelling and nostalgia have all been key as 2024 celebrates a “strong cohort” of Christmas ads.
Aldi overtakes Sainsbury’s as people’s favourite Christmas ad, data suggests
Amrit VirdiAldi, Sainsbury’s and M&S Food are all strong contenders in the Christmas ad race, with M&S clothing and home coming in as viable competition.
John Lewis Christmas ad achieves highest effectiveness score this decade
Amrit VirdiThe retailer put its products, flagship store and a family focus at the heart of its Christmas ad, which has seen its best score for potential effectiveness since 2019.