Virgin Media O2 looks to create ‘halo effect’ with campaign push
Niamh CarrollDespite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Take the viral success of Kate Bush’s 1980s classic Running Up That Hill as inspiration and heed the rallying call for continuous advertising.
The regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Reacting to news of an upcoming government campaign calling on businesses to divert marketing spend into cutting prices, marketers point out the function’s role as a “growth lever” for both businesses and the economy.
The Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
B2B payments provider Tyl is pulling closer to the NatWest masterbrand in its first major ad campaign, intended to help the brand become a “really serious player” in the market.
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
In the last two years, the digital ecosystem has changed drastically, as has the way customers engage and interact with digital platforms. Yet currently too few companies are managing to keep up and reflect this ‘new normal’. So, what’s the solution?
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 the government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
Marketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Improving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
Channel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.
The taxpayer-funded campaign will encourage brands to divert marketing spend into cutting prices, with businesses introducing such measures invited to add the campaign name and logo to their branding.
The brand believes a focus on “hyper-personalised” customer journeys, expanded gifting and a subscription service will help it grow following a post-lockdown lull.
Savvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
Is the trade-off between short-term metrics and long-term brand building setting marketers up to fail when it comes to appreciating the importance of time for both brands and consumers?
Based on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
Marketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Older talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
Inflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
Context-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
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?
Wtih 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.
Takeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.