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Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications.
First we had Unilever's rallying cry to its agencies to bring more magic and less logic to its marketing (Marketing, 25 October 2011). Now Diageo is making a similar challenge to its creative agencies
Why do brands employ creative agencies? It's time-consuming, costly and no guarantee of success.
The former global chief marketing officer at Unilever, a Cannes festival regular, casts a sceptical eye on last month's celebrity-laden event and its client and agency attendees.
Will Arnold-Baker, managing director at Publicis London, has a few theories on why UK agencies had another barren year at the 2011 Cannes Lions Festival
Diageo has announced plans to let the agency with the 'best idea' take the lead role in delivering the brief, regardless of discipline, as it looks for a more collaborative approach across its roster.
Some reckless media buying agencies are facing oblivion, and they have only themselves to blame.
Congratulations to all the winners of Marketing's Agency of the Year 2009. In the supplement that accompanies this issue, you can read why every winner, and the runners-up, were so commended.
While other companies are trying to tempt consumers with nostalgia, the Spanish bank has said it will phase out its Abbey, Bradford & Bingley and Alliance & Leicester brands by the end of next year
