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Brands shift marketing effectiveness focus from justification to learning

Inflation is rising, interest rates are on the up and consumer confidence is on a knife edge, all of which means 2018 will be a difficult year for marketing. Media agency groups including GroupM and Zenith Optimedia have cut thei... Marketing…

Special K unveils new creative direction as it looks to battle ‘distrust’ of diet brands

Kellogg’s Special K cereal brand has overhauled its advertising in response to women’s desire to have a more positive relationship with food and to increase trust with its audiences. The ‘Powering you’ campaign, which…