Being able to link influencer marketing to revenue and sales is ‘the golden ticket’, as Christina Westley, head of influencer marketing at PepsiCo Content Studio puts it.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Boohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.