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Coca-Cola eyes more efficiency after 35% adspend plunge in 2020 Drinks giant is beginning global agency review. by Gideon Spanier Sign in to continue Free email bulletins
Is Airbnb’s holiday from performance marketing a mistake? Some experts applaud move but others warn of risks. by Gideon Spanier Sign in to continue Free email bulletins
Marketingâs Galacticos to Speak at DMX Dublin February 5, 2021 Pictured: Byron Sharp Three of the biggest names in global marketing will feature as keynote speakers at the forthcoming DMX Dublin event which will take place on March 25 th. Byron Sharp, Mark Ritson and Syl Caller head the line-up of speakers on the day. Sharp, making his first appearance on front of an Irish audience, is a director Ehrenberg-Bass Institute and author of How Bands Grow. Mark Ritson, meanwhile, is a leading international brand consultant, marketing professor and columnist while Syl Saller is a former global...
As more brands recognise the importance of sustainability, it becomes harder to stand out. Callum Saunders, head of planning at ZEAL Creative, looks at how brands should direct their messaging around sustainability in 2021.
Opinion: The Importance of Getting Noticed at Moments that Matter January 8, 2021 All brands want to get noticed but unless they pay attention to the triggers that are needed to gain mental availability, the brand’s assets and a detailed understanding of category entry points, they could be doomed to failure, writes Richard Colwell. It seems obvious, right? The most important thing a brand needs to do is to get noticed and come to mind easily in a buying situation. Or in current Ehrenberg Bass marketing terms build “Mental Availability.” Advertising looks after brand fame, but if yo...