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Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

News

PORTO: While the data processing capabilities of artificial intelligence (AI) systems have garnered enormous coverage, brands are beginning to deploy AI on human emotion, delivering uplift for sportswear companies, airlines, and banks alike.

Article

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

News

LONDON: As the UK prepares to leave the European Union, the British government has released its long-awaited digital strategy, which prioritises skills, infrastructure and innovation.

Article

This event report outlines some of the core technological trends to have emerged from CES 2017.

Article

This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.

Case Study

This case study describes how Barclays Africa, a South African banking group, used predictive analytics to help resolve potential threats for consumers.

News

LONDON: This year's Black Friday event in the UK is set to generate significantly greater sales than last year, not least as product prices across most categories will rise in the new year as a result of the weakness of sterling.

News

LONDON: Bank customers are mostly content with the innovations that technology and data analytics have enabled, but banks face a serious challenge in remaining relevant to their customers' lives, a leading brand consultant has warned.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Article

This article examines what financial services brands can do to engage otherwise disengaged customers in their own financial health - a difficult task, as most people don't like to contemplate something so complex and boring.

Case Study

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

Article

This article looks at how banks can become relevant again after many years of growing increasingly distant and impersonal, as branch closures have made them less accessible and fintechs have offered competition.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Case Study

This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.

Article

This event report details a variety of innovations in communications, with UK examples from advertisers including Google, Domino's Pizza and Barclays.

News

LONDON: Measurement is critical to content marketing with dedicated spend set to grow over the next year, according to a new study.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This article covers a forum discussing how traditional organisations can develop their communications to adequately speak to younger generations with new expectations.

Article

This article discusses the barriers to strong brand building in the financial sector, in light of the mistrust and reputational baggage that financial brands struggle with.

News

BOSTON: Coca-Cola's new marketing strategy, based around a single brand and the Taste the Feeling campaign launched at the start of the year, is starting to pay off, as a top executive reports "green shoots".