More Strategy Leaders articles

The Media Plan: British Airways latest brand campaign has leaned heavily on AV and influencers as part of its strategy centred on “bold originality” and “meaningful connection”.  

The choice, immediacy and visuals of TV are at their peak, but manufacturers’ pursuit of advertising opportunities risks compromising the viewing experience and, in turn, this golden era. 

A prediction: SVOD/YouTube/AVOD/FAST will offer the same measurable reach as broadcasters, argues MiQ’s advanced TV product manager. (Partner content)

This special four-part series of the podcast, which we’ve produced with Bloomberg Media, features Bloomberg’s Duncan Chater and VCCP Media’s Steve Taylor.

To launch the reboot of Alone in the Dark, a haunted house welcomed influencers to experience its eerie atmosphere alongside other marketing activity.

These reports are a waste of time and energy, with no actual learnings to be found, all designed to make the agency look busy. But it doesn’t have to be this way.

Marketing experts remember psychologist Daniel Kahneman, who pioneered insights into how consumers really make decisions. 

Stiga wanted to launch its new robot lawn mower in the UK, so Bountiful Cow tried to beat competitors by opting for a “brandformance” strategy all year round.

We need to understand “the most powerful force to influence consumer behaviour” to leverage them on behalf of brands.

The7stars planned the campaign around the younger demographic’s interest in physical media through OOH activations, but sought to maximise reach via social media.