The combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
As chief growth officer of Mars, Berta de Pablos is dedicated to eliminating stereotypes, but as a junior marketer one senior leader’s advice to get rid of her accent and adapt her leadership style nearly changed the course of her career.
Welcome to the Marketing Week Christmas blog! A chance for the team to cram all the latest festive advertising news into one place.
M&S is hoping to communicate its lower prices and points of difference on quality in a new campaign, ‘Re-Marks-able value’.
From getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
Salesforce is taking a more creative and longer-term approach to marketing as it looks to make clear its points of difference in an increasingly competitive sector.
Sainsbury’s is celebrating its 150th year with a Christmas campaign centred on how festive traditions such as Santa Claus and stockings could have come about.
Since taking on the European CMO role, Benjamin Braun has brought a focus on measurement to its marketing strategy, while also hunting for creative ideas that can demystify technology.
Advertisers that recognise the true value of context and the consumer’s state of mind have an opportunity to create more positive associations.
Renault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
BritBox is launching a multi-million pound campaign as it promises not to go “head to head” with Netflix in the streaming wars.
From Sainsbury’s debating the future of till-free shops to Alibaba reaffirming its commitment to smartphone-assisted retail, the future of in-store shopping is digital.
Some of today’s most successful B2B marketers have revealed their winning strategies – with honest insights about the speed, agility and timing of campaigns and warnings about the dangers of siloed environments.
We arm you with the stats you need to prepare for the coming week and understand key marketing industry trends.
Unrivalled coverage, alongside practical advice
The immersive campaign kicks off with a TV takeover tomorrow evening, which will see the 90-second ad air on ITV, Channel 4, Sky and social media at the same time.
Ikea hopes to help Britons recover from ‘home shame’ by showing them how little changes can brighten up a house and get it reading for festive hosting.
M&S puts the product front and centre of its ads for both its food and clothing and home businesses as it looks to drive sales both online and in-store.
Lidl is delivering ‘a Christmas you can believe in’ as it continues its strategy to be known for more than just price.
Steve Easterbrook was in the middle of a brand turnaround when he was fired on Sunday for a “consensual relationship” with an employee.
If you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Asos has culled its print magazine after 12 years amid a wider crisis for the brand but, as other companies can testify, a well-produced print title can still be a highly effective promotional tool.
Digital Shift: The changing martech landscape and horizontal innovation
From the ever-changing martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, this Digital Shift report from Econsultancy covers all the hottest topics in digital marketing. Click below to listen to the accompanying webinar. Listen to the webinar
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]
We continue our podcast series by looking into This Girl Can, the groundbreaking 2015 campaign from Sport England.
The telecoms giant is shifting more money to brand marketing as it looks to “get its Virgin-ness” back and attract more customers to its services.
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
The tech industry leads the way in customer satisfaction, while the logistics, energy and water sectors lag far behind, according to new research from the company behind NPS shared exclusively with Marketing Week.
A normal part of doing business or an expense crippling the bottom line, the issue of returns is climbing up the retail agenda as brands deliberate how to tackle repeat offenders.
Since the acquisition of tech startup Dynamic Yield in March, McDonald’s has been rapidly building its tech capabilities to improve the customer experience and boost revenues.
Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Does the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
Tesco’s Alessandra Bellini believes in the power of brands, is rigorous with measurement and doesn’t do what her customers say. She also just loves selling bananas. The winner of the Marketing Week Masters Marketer of the Year award explains how keeping it simple has helped turnaround the Tesco business.
Personalising a customer’s experience should mean that brands respond in real time to the context of each individual’s natural journey, but to achieve this requires marketers to take the lead in breaking down their companies’ silos.
Conversation-starters are the best way of solidifying relationships with customers, as delegates at the Festival of Marketing heard.
Artificial intelligence systems can refine customer targeting and improve programmatic advertising, but only with human oversight.
