The Marketing Week Christmas blog
Welcome to the Marketing Week Christmas blog! A chance for the MW team to cram in all the latest festive advertising news in one place.
Adidas on redefining influencer marketing through dark social
Charlotte RogersDark social squads of hyper-connected brand advocates are fuelling Adidas’ bid to become the “hottest social currency” in football.
Marketers overestimate consumers’ digital habits
Charlotte RogersNew research shows a significant disparity between advertisers’ assumptions of TV viewing habits and real consumer behaviour.
The Marketing Year: The top campaigns of 2015
Leonie RoderickFrom campaigns that sung on social media to ads that helped save lives, Marketing Week takes a look at the top ads of 2015.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Advertising’s longer term ROI more than double short term, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.