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Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their adspend to take advantage of reduced media costs.
A killer statistic provides a compelling hook for a campaign but, with detailed data now available online, marketers must ensure the workings behind their claims are robust.
Brand experiences can provide an entertaining distraction but they are limited in the number of people they reach. Now marketers are turning to digital to amplify live events and tap into a mass audience.
Despite scepticism about the effectiveness of some products, the market for alternative remedies is still growing strongly.
From brief to browser, how are Nike, Marmite, Lexus, Swiftcover.com and Drench getting their message heard?
The fresheners sector has failed to capitalise on consumers' tendency to spend more time at home during the recession.
London - No matter how successful a PR campaign appears to be, marketers still struggle to measure the results effectively. We ask the experts whether an answer will ever be found to the industsry's perennial Achilles heel.
London - Internet marketing agencies are breaking new ground by using edgy, social media-led campaigns. But are PR agencies as well-equipped to push brands online?
LONDON - Sudocrem, the antiseptic cream for infants, is breaking into the women's skincare market with a range for adults.
Marc Jacobs, the high-end fashion brand, has launched an email campaign promoting its Daisy perfume for Valentine's Day. The email clicks through to a VIP Area where members can access product information and enter a competition to win a Marc Jacobs bag.
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