Opinion and comment on marketing trends

Marketing and advertising industry thought leaders offer their takes on the latest advertising and marketing trends.

Latest comment on marketing trends and issues

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Brands that learn and share

Brands that learn and share

The cofounder of creative agency Animl says brands don't have all the answers to the world's problems, but they can help make problems immediate, relatable and comprehensible.

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Top branded Vines of the month: Coca-Cola, Walkers and Burger King

Top branded Vines of the month: Coca-Cola, Walkers and Burger King

Marketing, with the help of social media experts Unruly, showcases three must-watch branded Vines of the month. This month we have a free-styling beverage, a hated (or loved) snack and devilishly hot chicken.

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MSN@20: when portals ruled the web

MSN@20: when portals ruled the web

This October, I will have been in advertising for 20 years. I was going to organise a party, until I realised that MSN had beaten me to it by two months. So, personally, I've have never known an advertising...

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A view from Dave Trott: Sometimes the best thing to say is no

A view from Dave Trott: Sometimes the best thing to say is no

Frances Kelsey got her medical degree in Chicago.

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Danger or opportunity? What China's financial crisis means for brands

Danger or opportunity? What China's financial crisis means for brands

What does the financial crisis engulfing China mean for brands? Peter Kim, chief digital officer, Cheil Worldwide, says it offers both threats and opportunities.

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Does schmaltzy viral for restaurant chain tug too sharply at heartstrings?

Does schmaltzy viral for restaurant chain tug too sharply at heartstrings?

Social video experts Unruly review the latest viral by Thai restaurant chain Bar-B-Q Plaza.

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Rugby World Cup: why Land Rover chose the 'blood, sweat and dirt' of the sport

Rugby World Cup: why Land Rover chose the 'blood, sweat and dirt' of the sport

With the Rugby World Cup on UK soil this year, home brands are flocking to the sport but Land Rover has a two decade-long grassroots support of the sport to shout about.

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How to growth hack your way to successful marketing campaigns

How to growth hack your way to successful marketing campaigns

Christina Andersson, managing director at digital training company Hyper Island, explains how marketers can use creativity, analytical thinking and social metrics to achieve successful marketing campaigns.

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Apple's iOS9 Spotlight search: the nail in the coffin for mobile paid search and display

Apple's iOS9 Spotlight search: the nail in the coffin for mobile paid search and display

With the imminent mainstream roll out of a new operating system, Emma Crowe, chief of client strategy at Somo, looks at what it will mean for brands as consumer behaviour becomes mobile and proactive.

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How's your pace-layering going?

How's your pace-layering going?

During a recent, relatively painful pitch process, one of the clients confided in me that they had used a "bullshit bingo" card to help them judge the chemistry session.

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Inside John Lewis' innovation battleground

Inside John Lewis' innovation battleground

John Lewis' chief information officer, Paul Coby, does not like the 'A' word.

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Luxury brands need to broaden from selling unattainable products to luxury moments

Luxury brands need to broaden from selling unattainable products to luxury moments

We're producing more millionaires than ever but the millennial generation is more cash-strapped than ever, Nick Stickland, creative director of ODD, asks what this is doing to change the face of luxury...

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Has the discounters' use of loyalty mechanics really come as a #LidlSurprise?

Has the discounters' use of loyalty mechanics really come as a #LidlSurprise?

Lidl says its new Smarter Shopping card isn't a loyalty scheme, rather an instant rewards card. But is it a surprise that even the discounters need to work hard to keep shoppers loyal? asks Marie Anderson,...

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Client challenges keep us innovating, says ad tech entrepreneur

Client challenges keep us innovating, says ad tech entrepreneur

Brands are often looking to Silicon Valley to learn how to be innovative but former NASA analyst and ad tech entrepreneur, Sandro Catanzaro, believes traditional brands can be a source of inspiration for...

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It's time to take action on advertising's biggest digital ad woes

It's time to take action on advertising's biggest digital ad woes

The IAB has released a set of statements around five issues it deems crucial to ensure a successful future for digital advertising, but is a statement enough to galvanise an industry around these problems?

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How brands can master big data by learning the power of one

How brands can master big data by learning the power of one

Marketing technology tools don't treat people like people, says Alicianne Rand, VP marketing at NewsCred, they treat them like data points.

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Book review: Theory vs case studies - do as I say, not as I do

Book review: Theory vs case studies - do as I say, not as I do

Mat Braddy, brand board advisor at Just Eat, reviews Digital Relevance by Ardath Albee.

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How American Express balances storytelling and delivering ROI on social media

How American Express balances storytelling and delivering ROI on social media

Simon Veaney, head of social media and communications, American Express, explains how he balances the tricky task of creating compelling content on social media and delivering on key objectives.

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The only thing going for American Apparel was its controversial advertising

The only thing going for American Apparel was its controversial advertising

American Apparel has been best known for its raunchy imagery, but consumers have had enough of that overtly sexualised ads, argues Nick Gray, managing director at Live & Breathe.

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The group that adland (and diversity champions) forgot

The group that adland (and diversity champions) forgot

It's very fashionable to talk about diversity at the moment.

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The Klout methodology explained and what is meant by influence

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One year to go: how Team GB will carry London 2012 'halo effect' to Rio

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