Controlling brand consistency is a struggle that many if not all brand and marketing managers face over the course of their working lives. Keeping track of a global brand across a myriad of communication channels is key to maintaining its strength, which translates into customer acceptance and ultimately sales. Brand consistency is vital to a...Read More

20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott’s sci-fi movie Prometheus. In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox. Viewers...Read More

Online recommendations are now considered to be more important than traditional word-of-mouth, according to a survey by Eccomplished. Almost a third (31%) of respondents said they had read an online review before making a purchase, compared to 23% who asked for advice from friends and family. A further 18% read comments on online articles, while...Read More

Fewer than 10% of British adults have used a connected TV to go online, according to new data from Kantar Media. The futurePROOF study found that just 17% of British adults own an internet ready TV set and more than a third (36%) of respondents said they did not see the point in going online...Read More

We all attend in droves but in 2012 is there still a need for the big generalist digital marketing shows? Is the industry ready to say goodbye to these shows that helped put digital on the map and usher in a new wave of more niche and focused shows that embrace the latest developments within...Read More