You are in
26 November 2020 • Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.
29 October 2020 • Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.
22 October 2020 • Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.
20 October 2020 • 2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.
14 October 2020 • New research from Revolt highlights a gap between business rhetoric on brand purpose and the experiences of their customers.
03 September 2020 • It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.
02 July 2020 • The #StopHateForProfit protest may signal the start of a wider clean-up of the digital media ecosystem, and a greater brand intolerance for the darker corners of the web.
06 April 2020 • The use of artificial intelligence in marketing is at a tipping point, suggests Alex Wilman. It’s important brands understand what consumers will and won’t tolerate.
02 April 2020 • Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.
13 March 2020 • As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.
10 March 2020 • The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
12 December 2019 • Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
02 December 2019 • Marketers will be tuning in to find out if Amazon’s live English Premier League coverage heralds a new opportunity for data-driven brand-building, says Alex Brownsell .
19 September 2019 • Audience expectations around brand purpose are impacting the ways in which publishers work with advertisers, according to The Economist Group’s Mina Seetharaman.
04 September 2019 • David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
About Alex Brownsell