Why Black Friday is now a vital part of Christmas for UK retailers
Despite critics previously dismissing it as a brittle American import, Black Friday has gone on to become a vital occasion for many British brands.
John Lewis winning Christmas ad battle as ‘big four’ struggle
Thomas HobbsNew data shows ad campaigns that generate social buzz, as well as a popular TV ad, are performing well with consumers this festive season.
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How Black Friday has evolved into online first for brands
Thomas HobbsBlack Friday 2014 was a PR nightmare. The media coverage, despite many brands achieving record one day sales figures, defined by scenes of angry Brits brawling in the pursuit of budget televisions. Yet fast forward 12 months and things feel very different.
Tesco and Asda ditch one big ad for focus on ‘Christmas moments’
Leonie RoderickTesco and Asda are moving away from launching one big Christmas ad in favour of running a number of videos, as they look to celebrate customers’ ‘Christmas moments’.
Sharwood’s ends five-year TV hiatus as customers soar by 3.8 million
Charlotte RogersThe Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.
How marketing can thrive in these uncertain times
Marketing Week PartnerMaintaining ad spend, while understanding changes in consumers’ media and shopping habits, is key to building strong brands for the future, as speakers at Radiocentre’s virtual conference argued.
Volvo eyes electric future with switch to online-only purchase model
Matthew ValentineThe Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
Gousto’s CMO on how he developed a taste for data
Marketing Week ReportersTom Wallis believes data can be used as a highly-effective means to improve the customer experience, as much as drive sales.