Marketing

I’m no Paula Radcliffe, as anyone who has seen me run can testify, but we’ve all been on a marathon over the past twelve months and I, for one, think the finishing line is in sight.

Going into 2021, it’s time for brands to reset and reclaim control of their destinies. 2020’s stop-gap solutions and quick pivots might have kept the lights on. But did they position your business for the long-term road ahead?

Agencies of all shapes and sizes were disrupted as the pandemic plunged our industry into the unpredicted territory. And while the experience has been humbling for us all, I’d argue it has gone a long way to showcase the strengths of the independent agency model and how they work with their partners.

Good branding is the foundation for all your marketing success, which is why so much effort goes into it. It’s important that your branding is memorable and constant across all channels and platforms, with one report finding that consistent branding increases revenue by 33%.

We spoke with Melissa Tischler of global creative consultancy Lippincott about her Principles for Driving Innovation-Led Growth, why brand is an essential input to innovation and how prioritizing innovation today can unlock growth for tomorrow.

The CNN town hall in Milwaukee gave President Biden a chance to “speak to the American people,” said a Marquette University professor. When Biden arrived in Milwaukee (February 16) billboards spoke directly to the President.

While the nation battles COVID-19, and vaccination rollouts seemingly remain disjointed and chaotic, it is likely that more eyes than ever will be watching the Super Bowl from their homes this year.

Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.

Ever been able to recite a YouTube pre-roll ad or found yourself annoyed at a poorly timed pop-up? Then you know how powerful a presence advertising is across our digital experience.

Last year’s Super Bowl was the least-watched in a decade. In fact, Super Bowl audiences have been shrinking every season since 2015. And this year, the shadow of COVID-19 looms large. Social distancing necessitates a low-key stadium audience and means there will be far fewer viewing parties watching the game.