Sky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.
Coca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
From Unilever increasing investment in digital skills to Coca-Cola streamlining innovation here’s everything you need to know this week.
Covid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
While job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire.
Google might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Unilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
Corporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
Brands have a stereotypical image of Gen Z as mobile-first, TikTok-loving digital natives, but marketing effectively to them as adults will require a more sophisticated understanding of what they care about.
We spend too little time listening and too much time preparing to speak. By focusing more on others’ words and less on our own response, we can make more progress collaboratively.
This month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
The latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.
Greenpeace wants to take on the meat industry in the same way it took on fossil fuel companies to create the link between its actions and climate change.
Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From flourishing in the world of gaming to changing the face of fitness, Marian Holties has always been up for chasing the next challenge and learning the nuances of each new market as she goes.
The move is part of a restructure at ITV that will split its media and entertainment division into broadcast and on-demand amid the growth of online viewing.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
As brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
As brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
In the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.
Restricting US sales will only strengthen the neo-fascists’ bond with the shirts they use as a uniform. The brand needs a big ad campaign to show it stands for the opposite ideology.
Although its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
1. Introduction Little more than a month ago, it seemed as though the effects of the coronavirus, while severe, would be temporary, with the worst of the impact experienced by those living in China and the surrounding countries. Now, we all know just how erroneous that assumption was. It’s not an exaggeration to say the […]
Marketing director of GSK Consumer Healthcare, Craig Percival, wants his team to capitalise on the Covid-19 fuelled trend for “self-care” in a bid to empower consumers, drive brand growth and divert pressure away from the NHS.
John Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
Modelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
A thirst for new experiences has inspired Danielle Atkins to travel the world from Russia to Saudi Arabia via brands such as Beats by Dre and Kodak. Now as CMO of the Diriyah Gate Development, she believes she has uncovered the “challenge of a lifetime”.
From finding the right work/life balance to seeing the positive impact marketing can have beyond driving business growth, there are some questions Raja Rajamannar wishes he had asked earlier in his career.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
UK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.