To launch the reboot of Alone in the Dark, a haunted house welcomed influencers to experience its eerie atmosphere alongside other marketing activity.
In an update on a 2020 piece, Ian Mc Grath looks at ways to improve integrated campaigns as we shift from an “either/or” approach to “and” thinking.
These reports are a waste of time and energy, with no actual learnings to be found, all designed to make the agency look busy. But it doesn’t have to be this way.
Marketing experts remember psychologist Daniel Kahneman, who pioneered insights into how consumers really make decisions.
Stiga wanted to launch its new robot lawn mower in the UK, so Bountiful Cow tried to beat competitors by opting for a “brandformance” strategy all year round.
We need to understand “the most powerful force to influence consumer behaviour” to leverage them on behalf of brands.
The7stars planned the campaign around the younger demographic’s interest in physical media through OOH activations, but sought to maximise reach via social media.
The insurance provider launched “the most disastrous campaign ever” with the help of special builds.
As part of its TV planning, Electric Glue found that viewers of food content on C4 also over-indexed on travel and property shows.
The weekly feature aims to shout about the creative work of media practitioners.
The way budgets are set needs to reflect the turbulent times marketing finds itself in. Old tools are no longer equipped to do the job.