Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
On a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Brand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
We arm you with all the numbers you need to tackle the week ahead.
How FMCGs optimise their presentation and presence on the digital shelf; their online proposition and product offering; and their availability and fulfilment processes.
Dr. Martens says there is “more value” in the brand than it is currently charging, with the footwear maker “stronger than ever” after upping marketing investment.
CMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
First-time TV advertisers will need to see past stereotypes that it is costly, hard to measure and in decline. Here’s why those views are outdated.
While last year the airline faced pre-tax losses of £1.1bn, this year that number has narrowed to £178m after flying an additional 50 million passengers.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Britvic’s plan to tackle inflation to Unilever putting product before purpose, it’s been a busy week. Here is my take.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
By 2024, marketers will no longer be able to track customers with third-party cookies – this will fundamentally change the way we advertise. With limited ability to target and serve ads, marketers are forced to find new ways to engage customers.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Tom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Nathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.
Is the definition between B2C and B2B becoming obsolete? Consumer marketers who have made the move into business reflect on why the two sectors are more alike than many think.
Marketing leaders at Sage, EY and Goldman Sachs share how they persuaded their CEOs to give them the investment they needed to build out their brands.
Forging a close bond with finance will be key if B2B brands are to weather the economic storm and come out fighting.
The role of marketing in B2B is becoming “much bigger”, says Intel’s Karen Walker, making it a great opportunity for marketers looking for a challenge.
Making mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
With advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
‘Normalcy bias’ makes us panic or procrastinate when unexpected challenges suddenly emerge, but taking control of as many variables as possible is the only sound survival strategy.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
With research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
With 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.