‘The audience is harder to find’: How brands’ AV strategies are evolving
With more platforms, screens and acronyms to know, marketers are having to adapt how they advertise across the fragmented AV landscape.
Unilever’s CEO tells marketers to focus on ‘the 4Vs’ of social media
Niamh CarrollAs the company steps up its focus on influencer marketing, the Marmite owner’s new CEO says its marketers are focused on four key areas to drive success.
‘Fight for every ad dollar’: Why B&Q is thinking like a media business
Grace GollaschKingfisher, owner of B&Q and Screwfix, discusses its approach to retail media, knowledge sharing across markets and measurement transparency.
Social media ‘most overrated’ marketing skill, study finds
Charlotte RogersFor the third year running, social media trumps knowledge of AI and performance marketing as the most overrated skill, according to exclusive data.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
Ad-funded SVOD triples weekly reach as smartphone viewing overtakes TV
Grace GollaschAccording to a new IPA report, ad-funded SVOD services now reach 30% of adults each week, up from 11% in 2024.