Adidas brand building

Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”

“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”

Webinar effectiveness digital reach


GUTE-URLS

Wordpress is loading infos from warc

Please wait for API server guteurls.de to collect data from
www.warc.com/content/articl...

Goede uitleg van de 60/40 en short term focus. haalt claim ‘tv is dead’ onderuit op basis van data, goede uitleg brandbuilding long term en short term activation

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

  • It provides insight into Les Binet and Peter Field’s latest work ‘Marketing in the Digital Age’ which looks into the causes of marketing effectiveness.
  • It also explores how short-termism has undermined the link between creativity and effectiveness.
  • Key trends covered include marketing ROI and the role of TV and digital channels.