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Three-quarters of marketers prioritising short-term tactics over long-term strategy

The majority of marketers are prioritising short-term tactics over long-term strategy, while finance bosses believe marketing is still based on short-term impact. According to a survey of the marketing industry by the IPA and ISBA, 75% of marketers…

Heineken drops ‘Open Your World’ as it launches new marketing strategy

Heineken is getting rid of taglines in a new marketing strategy that sees it embrace clichés and appeal to millennials. Heineken’s ‘Open Your World’ tagline has been around since 2011, with campaigns under the strapline…

Ikea shifts marketing strategy to focus on product innovation rather than rooms

Ikea is shifing its marketing strategy, moving away from its traditional focus on rooms to instead put the spotlight on product innovation and showcase how the addition of just a few new things can transform the home. The ‘New Wonders…