Paddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
To some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Vodafone is hoping to show a “confident and modern” brand as it launches a new campaign amid the rollout of both its 5G services and new rules that make it easier to switch mobile operator.
Catch up on all this week’s marketing news, including Monzo’s ‘insane’ growth after its first TV ad, Birds Eye’s Vampire-themed plan to take its meat-free range mainstream, and the latest on marketing budgets.
When the Department of Health launched its colourful Change4Life campaign in 2008, childhood obesity was at alarming levels. How has the campaign evolved over the past 10 years and has it really led to a change in attitudes and behaviour?
Brands need to ensure they appeal to the LGBTQ+ community all year round – not just during Pride – to add real value, build authenticity and avoid backlash.
Mobile gaming has crossed over into mainstream entertainment, but brands still seem reluctant to explore the burgeoning opportunities.
The advent of programmatic trading has revolutionised online advertising by allowing ad placements to be bought rapidly, efficiently and automatically.
By unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
The competition for twenty 16-18 year-olds will take place at the Festival on 11 October.
Birds Eye is launching a £2m marketing push on its recently launched range of meat-free burgers, sausages and meatballs as it looks to broaden the appeal of meat alternatives among families.
Adidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.
From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve.
Diageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?
Led by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
At a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
The financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
‘Queen of shops’ Mary Portas believes retail is entering an exciting period where innovation is key and the future of the high street depends on community, connections and removing ‘friction’.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
The Marketing Week Top 100, sponsored by Salesforce, will be chosen by a judging panel including Marketing Week columnist Mark Ritson, former AMV BBDO chief Dame Cilla Snowball and Tom Fishburne, aka The Marketoonist.
As the role is far broader than a traditional CMO position, Berta de Pablos says it has forced the business to “think differently”, both from a marketing and recruitment perspective.
WeChat is no longer the only super app ecosystem available to Chinese internet users. In her recent Internet Trends 2019 report, Mary Meeker highlighted the growing trend of super apps both within and outside China.
The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
BrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
