Ad spend growth set to exceed expectations
Molly InnesThe full year spend for 2023 is forecast to increase by 6.4% to £37bn, according to the Advertising Association and WARC with further growth tipped for 2024.
The full year spend for 2023 is forecast to increase by 6.4% to £37bn, according to the Advertising Association and WARC with further growth tipped for 2024.
Brands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
New Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.
From interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
Cadbury is celebrating two centuries of existence this year but will keep its message of generosity front and centre as it launches a new version of ‘Mum’s Birthday’ to celebrate.
The automotive marketplace is making its biggest ever increase in marketing spend to entice younger and female audiences into its ecosystem.
The bank’s mascot-led campaign defeated Guinness in the final to take home the grand prize.
Every wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
The ad was first broadcast in 1992 and is being brought back by Yell across paid social and streaming. The relaunch by the brand makes it the latest to return to an old distinctive asset or campaign.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
By overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
From M&S to Guinness to Cadbury, the Marketing Week team reveals the second six campaigns that make up our best of 2023.