We asked industry leaders if they are expanding their thinking, or shifting it away from craft and judgement towards systems, speed and scale.
BRANDS + MARKETERS
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At what point does buyer insecurity harm conversions? It could be argued that it reduces purchase intent even before web visitors have taken their first action.
These brands don’t just grow faster—they’re also more resilient. During economic downturns, Go-to Brands lose only half as much market value as their peers.
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AW SHORTS – BRANDS + MARKETERS
While there are clear challenges ahead for publishers, a recent study from The Rebooting found that 80% of publishers expressed some form of confidence in their business.
How brands respond to the latest changes taking place on Meta’s platforms remains to be seen. But advertisers do have options, and this is a moment for them to rethink their approach to blocklists and banned words and take a fresh approach to their online advertising budgets and the role of news sites in their advertising mix.
Chrome has long been a linchpin in campaign creation, audience targeting, and performance analysis, offering seamless integration with Google’s vast ecosystem. Its sale could fragment this unified environment, forcing those in the advertising industry to rethink how they approach everything from data collection to media buying.
As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.
When creative and media teams have a collaborative relationship built on testing innovations and measuring lifts in performance, they can create a positive flywheel that powers higher performance now and in the future.
By analyzing data-driven insights, marketers can quickly determine which content is making the biggest splash — and go on to create more of it for stronger acquisitions.
The recent uproar surrounding Jaguar’s brand refresh has been astonishing. What began as a teaser of a new brand identity quickly spiralled into a feeding frenzy of criticism.
Hyper-personalisation should exist to enhance the user experience, but brands need to be wary of how close they are to crossing the line.
The future of customer loyalty is about creating meaningful, personalised connections that anticipate and fulfil customer needs in real-time.
As you plan for 2025 and beyond, ask yourself: could our marketing work harder? It’s time to try something different. After all, healthcare marketing doesn’t have to be mediocre; it’s only mediocre if we allow it to be.
The next time you find yourself fixating on attention metrics, take a step back and ask yourself: “Is this ad worth seeing?” If the answer is no, then it’s time to rethink your strategy.
In 25 years’ worth of Interbrand’s Best Global Brands, a personality brand has never featured in the top 100 – until this year.
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