The Marketing Week

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.

Campaign of the Week

The use of cute animals has caused yet another video to go viral (above) as McVitie’s released its first Christmas campaign in over 30 years for its Victoria sweet biscuit collection.

Following impressive share growth in 2014, United Biscuits, which was bought by Turkish food manufacturer Yidiz Holding in November, is now looking at expanding its British biscuits to global markets.

The 60-second spot, which features an animal choir emerging from the box of biscuits, aired 4 December on E4 in an attempt to break from other overly emotional Christmas ads.

While it remains to be seen if its brands will travel, this campaign certainly did.

Good Week for Black Friday

Interest in Black Friday reached a peak this year as UK retailers including Tesco, Sainsbury’s and Argos joined their US counterparts Amazon, Apple and Wal-Mart’s Asda in offering cut-price deals on a range of goods. Internet retail research company IMRG estimates that £810m was spent online by British shoppers on Black Friday, an increase of 26% compared to last year, making it the busiest online shopping day ever.


IMRG estimates that once store sales are taken into account, Black Friday could be the biggest shopping day of the year, overtaking Boxing Day.

Bad Week for digital display advertisers

Research from Google found that 56% of ad impressions are not viewable on the average webpage, suggesting advertisers have some work to do in order to get consumers to engage with their content.

The research produced insights into how advertisers can be more effective across various devices, including information on the most effective ad sizes and positioning.

International news

Motorola parodies luxury watch ads with its Moto 360 campaign

Motorola’s campaign for its first smartwatch launched this week. The playful ads parody the advertising style of traditional luxury watches. With six different videos, Motorola’s campaign only runs on digital platforms including Instagram’s new fifteen-second video spots.

One ad shows a gentleman posing with his smartwatch on a smart sepia background, but a message on his screen reminds him that a burrito is on its way. The image partners with the tagline “Craftsmanship. Style. Burrito’s.”

Motorola migrated from a partnership with Google to Lenovo in October, although its marketing team and strategy remained intact. The watch was released this September (2014).

One to watch

Mobile search set to surpass the desktop in 2015

Latest eMarketer report shows that mobile search will surpass the desktop by accumulating the majority of organic traffic, paid clicks and spend. This could have an impact on marketers who report a lower return on investment (ROI) with mobile devices than that of desktops.

Mobile performance measurement is not yet clear for marketers but with improved understanding the impact on sales will become more apparent. With smartphone users using their devices increasingly throughout the day, search will be increasingly mobile.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here