All Marketing & branding articles – Page 18
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Opinion‘Asda’s reaction to Jack Monroe reveals rise of a new style of influencer’
As the spiralling cost of living unsettles consumers – inflation now stands at a 30-year high according to this week’s ONS data – retailers’ value propositions are coming under the spotlight in new ways, sometimes in an unflattering light, from a new type of influencer.
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NewsBoohoo’s ‘sexually suggestive’ advert banned by watchdog
Boohoo has had one of its adverts banned by the advertising watchdog following complaints that it was “sexually suggestive”.
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AnalysisFive critical lessons retailers must heed from golden quarter 2021
The peak Christmas trading period may have been unlike any other but, as Retail Week’s Golden Quarter 2021 report shows, there are consumer trends and behaviours that will have longevity.
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AnalysisFacebook dominates marketing spend with TikTok gaining ground, 59 CEOs reveal
Retailers are ploughing marketing spend into social networks to reach consumers in the digital spaces where they spend their time, a new Retail Week report reveals.
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NewsM&S activewear sales soar as consumers embrace health and wellbeing
Marks & Spencer is set to launch a new campaign focusing on its Goodmove brand as sales of its activewear products accelerated over the pandemic.
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Retail VoiceTesting 1, 2, 3 – reducing the risk of marketing messaging
Greg Petro, chief executive of First Insight, highlights examples where brands have misjudged the mood and harmed their reputation.
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Retail VoiceFour key considerations when approaching your sustainability journey
With sustainability now front of mind with consumers, Liam Downes, director of strategy and customer success at Tryzens, has four tips to help brands embrace this cultural shift.
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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.