All Marketing & branding articles – Page 17
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AnalysisLights, camera, retail: How M&S, Boots and TikTok are merging content with commerce
From Singles’ Day livestreams to shoppable reality TV shows, the worlds of entertainment and retail are becoming more intertwined than ever. How can retailers win in the battle for consumer attention both in-store and on-screen?
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AnalysisThe all-important Christmas ad – who got it right and why?
The UK’s biggest retailers have released their Christmas ads, but what does a successful, multichannel festive advertising campaign look like?
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Opinion‘Retail has an opportunity to take customer relationships to a whole new level’
With a changing privacy landscape, understanding and connecting with customers in a meaningful, relevant and timely way will depend on retailers having a strong first-party data strategy, and building capability to leverage AI and machine learning to activate that data at scale.
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AnalysisWrapping your messaging right – how to connect with consumers this Christmas
Knowing how and where to talk to consumers – and with the right message and tone – will be critical for retailers in the second peak season of the pandemic.
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Retail VoiceHow to pave the path for success in retail media
Unlocking the potential of retail media requires careful planning, says Babs Kehinde, senior director of publisher development at PubMatic
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GalleryIn pictures: Selfridges, Fortnum & Mason, L’Occitane and more unveil festive windows
Selfridges, Fortnum & Mason and L’Occitane have unveiled their Christmas windows, but what other stores have joined in?
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VideoWatch: Marcus Rashford stars in Aldi Christmas ad
Aldi’s new Christmas advert stars football player Marcus Rashford and features a return to fan favourite Kevin the Carrot.
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Retail VoiceFour lessons for the new era of video
The way people engage with video online is changing. There are four key things brands need to know
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OpinionAlex Baldock: ‘Pasting on branding over nothing underneath just breeds cynicism’
“Baldock! Branding’s just flower-arranging, right?” The man firing this at me – years ago – was a Harvard professor of marketing, so I suspected a trick question. But it set me thinking.
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VideoWatch: Amazon focuses on the gift of kindness in Christmas advert
Amazon has unveiled its Christmas advert which features a preview of a new song from Adele’s upcoming album.
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VideoWatch: Asda festive ad celebrates ‘little moments that make Christmas special’
Asda has lifted the curtain on a Christmas ad that highlights special moments that mark the seasonal festivities after last year’s holiday was subdued for many people.
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VideoWatch: John Lewis, M&S, Boots and Sports Direct launch Christmas adverts
As this year’s eagerly-anticipated festive season approaches, Retail Week takes a look at the Christmas campaigns of John Lewis, Marks & Spencer, Boots and Sports Direct.
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GalleryIn pictures: Keep a straight fascia – how Sainsbury’s, Co-op and more had fun with storefronts
After the Co-op rebranded six of its flagship stores around the UK to mark the start of COP26, Retail Week looks at times famous retailers have temporarily changed their names to capture the public’s imagination
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Retail VoiceLuxury consumers are changing – here’s what you need to know
The past 18 months have seen a transformation of behaviour, with buying online increasingly becoming the norm.
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AnalysisKen Murphy, Pippa Wicks, Roger Wade, Steve Murrells and more – all the stories from Retail Week Live
Everything you need to know from both days of Retail Week Live 2021
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AnalysisHow are Boots, M&S and Kingfisher meeting the demands of the new consumer?
Consumer Week saw leaders from across the sector providing an inside look into how they are meeting evolving consumer needs and building out their offerings, from leading with data to prioritising sustainability. Retail Week looks at four learnings from the event: watch all sessions for free on-demand here.
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Retail VoiceNow is the time for retailers to make the lucrative move into media
Retail media is the logical step for companies looking to reach the next level, says Babs Kehinde, senior director of publisher development at PubMatic.
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Opinion‘Regulation of online giants is one of the most important policy challenges of our time’
Regulation is not about constraining tech innovation, but sharing it more widely and increasing competition, says Michael Jary, senior adviser at OC&C Strategy Consultants.