Direct Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters last week, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
Once ubiquitous in UK households, Freeview has become a brand only passively engaged with. The platform hopes to change this with a new campaign, while attracting younger audiences and pushing its credentials in innovation.
With audiences now returning to cinema in their millions, global cinema advertising association SAWA has launched a campaign to promote the effectiveness of the medium, backed by UK cinema bodies DCM and Pearl & Dean.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Understanding cultural differences through research has made Givaudan Active Beauty’s international expansion faster, easier and more impactful.
Coke believes its brands should prove they are worth their price, as the beverage giant promises to “improve” the quality of its marketing investment by taking a more targeted approach.
Following today’s budget announcement, which unveiled skills funding, business rates relief and changes to alcohol duties, the DMA, MRS and AA are calling on the government to better support industry-led training programmes.
By associating your brand with choice and offering rewards instead of discounts, marketers can build high-value, long-term relationships with customers.
Burger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The FMCG giant promises to be “disciplined” with spending, as it looks to counter “significant” cost pressures and invest in digital in the pursuit of long-term growth.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
CFO Michael Snape and CMO Pete Markey agree strong relationships between marketing and finance are built on relentless communication, data and understanding how marketing fits into the broader agenda.
To avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
Marketers always ask me for examples of my clients’ marketing plans. I can’t give you that, but I can tell you how to write a good one.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
Facebook repeatedly ranks low in consumer trust surveys, yet user growth continues, revealing the idea of trust in brands as anthropomorphic nonsense.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
As IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Pfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.