Brands must shift to a ‘value first’ model, where content sits at the heart of the communication strategy and defines the very nature of marketing, says Drum’s James Larman. This new model will combine both the conception of ideas and how, where and when they are best experienced.
Not all content is made equal and some is not made well, says Mags Walker at the fabl, but compelling storytelling will generate good stories. Brands need to have an effective content strategy, good stories and good storytelling to sustain their narrative and keep customers captivated.
Creating content is not as simple as having great content – you have to know how, where and when to publish it, says Claire Irvin at The River Group. And to market it, making it work as a compelling part of the 360-degree omnichannel experience.
The British publisher is pushing into the US broadcast TV industry with a new show that will also integrate with its digital format.
BMW has hired a new UK marketing director as it prepares for the launch of the revamped 7 series, a model that will take it into the luxury car segment and competition with the Mercedes S Class for the first time.
Heineken is picking up the creative marketer of the year award at this year’s Cannes Lions Festival for the second time. Here the brand’s senior director of the global Heineken brand Gianluca Di Tondo talks to Marketing Week about how it makes creativity part of the brand and nurtures upcoming talent.
Horizontal segmentation, the sustainability tipping point and winning by doing good – Unilever CMO Keith Weed discusses the future of marketing.
Unilever has announced the acquisition of Dermalogica, the world’s number one professional skincare brand, as it continues to add to its long list of healthy and beauty brands.
Diageo told Marketing Week it is looking to become “more impactful to the customer” as it partners with London pubs to trial beacons for the first time with a sensor-activated digital OOH campaign for its Pimm’s brand.
Marketers are too focused on the platform rather than the user experience, according to Jamie West, deputy managing director at Sky Media.
MTV International is rebranding, changing its slogan from ‘I Want My MTV” to “I Am My MTV” as it introduces a raft of new features allowing social media influencers and fans to create short-form content that regularly appears on its television channels.
Twitter excited about video, P&G and Dell talked creativity while Coca-Cola discussed why brands only do well by doing good.
Adidas is looking to establish an ‘influencer network’ to engage with its football consumers, one of a number of moves announced today as part of its new business plan which it hopes will see Adidas Football and Originals become top brands globally.
Marketing Week caught up with Chris Davies, Sales and marketing director for BBC Global News, to talk digital transformation, changes in consumer behaviour and the BBC’s new marketing campaign, ‘Be Everywhere’.
