As Markey launches his first marketing campaign since joining Boots, he explains how and why he plans to reposition the brand as a partner in “reinvention”.
Key figures behind Samsung’s UK direct-to-consumer proposition explain how the brand replicates the benefits of bricks-and-mortar retail online, how paid Search came to account for one in three website sales, and the secrets of an adaptive and successful brand-agency partnership.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
From questioning the relevance of industry jargon to freeing themselves from legacy thinking, some marketers believe switching sectors is a sure route to career progression.
Amazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
Planning a leap forward in both product and brand image, Skoda is looking to target a new customer base with the launch of its fully electric model.
New consumer research shows TikTok is a hotbed for brand discovery – find out how your brand can get in on the act.
Creative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
We arm you with all the numbers you need to tackle the week ahead.
The strategic importance of search is clearer than ever, and shows how digital and classical marketing have further converged during the pandemic.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Brands, agencies and media owners are all invited to put a team forward for the popular competitive event, which is raising money for Stand Up To Cancer.
With its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.
Despite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
The retailer is looking to amplify the voice of the customer as it continues on its path towards transformation.
Marketers should stop wasting time and energy striving for the perfect dataset by listening to consumers and proving the commercial impact of a fantastic customer experience, says the Eve Sleep CEO.
The marketing bosses at Royal London and BMW explain why focusing on experience, rather than promotion, can re-energise both brand and marketer.
Economists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
People value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
The menopause affects 50% of the population yet businesses have not been as supportive as they should to women, which needs to change.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
BlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Among the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
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.
