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Our weekly digest of marketing-related news will keep you up to the mark on everything from FMCG to brand strategy, loyalty programmes to fashion marketing.

  • Build trust – actions for PR to take this year

    The pandemic has elevated the role of communicators but in this new environment they can no longer rely on what worked for them previously. Brands need to develop confidence at every touchpoint and PR must drive the strategy and the experience while building trust. Here are five tactics to help build trust in 2021.

    prdaily.com, 19 February 2021 (Cies)

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  • TikTok to sponsor Euro 2020

    TikTok is to be a global sponsor of UEFA’s ‘EURO2020’ (postponed to 2021), making it the first entertainment platform to sponsor a major international football event. UEFA will launch an official TikTok account before the tournament. Meanwhile, TikTok will introduce various content features to promote the tournament.

    campaignlive.co.uk, 11 February 2021 (Oakes)

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  • CIM joins with BFI for filmmaking courses

    CIM has partnered with the British Film Institute (BFI) to produce two training courses for marketers interested in filmmaking. The online courses enable marketers to access video and production techniques as well as film and video production training. CIM spotted the synergies with BFI at a time when there has been a huge shift to video and film.

    marketingweek.com, 5 February 2021

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  • Marketers will spend more this year

    Some 65% of marketers plan to increase their marketing spend this year, according to a member survey by the CMO Council. Only 10% said they would reduce their marketing budgets compared with last year, while 24% expect to maintain their current level of investment.

    campaignlive.co.uk, 28 January 2021 (Weissbrot)

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  • Businesses plan to raise marketing and research budgets

    Some 74% of businesses said they would increase their marketing and consumer research budgets, according to a December 2020 survey of large and medium-sized UK businesses. The research by Stravito also found that 82% of decision-makers regarded data-driven insights as a top priority this year while 72% wanted to expand their knowledge and research-sharing capabilities.

    research-live, 22 January 2021

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  • Lasting flowers from Lego

    If you like flowers but struggle to look after them, Lego has developed the perfect answer. The Lego Flower Bouquet and Bonsai Tree kits, targeted specifically at adults, have almost 1,000 pieces and can be turned into a full-size flower arrangement like a real bunch of flowers. They should provide an additional outlet for those looking to “switch off and relax”.

    fastcompany.com, 12 January 2021 (Smith)

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