How forward-thinking marketers are utilising the power of TikTok
Marketing Week PartnerWe take a look at how businesses can build their brands on the worldwide phenomenon that is TikTok.
When you’re urging clients to keep advertising, you need to walk the walk
Nick LawtonAsking clients to keep spending while cutting your own marketing budget is understandable in these times, but the ad industry needs to think about recovery as well as survival.
‘Don’t forget us’: How the British Heart Foundation is staying relevant amid Covid-19
Sarah VizardThe charity has seen donations plummet even as demand for its services increase, forcing it to find new ways to raise money and look to a more digital future.
Marketoonist on the ‘new normal’
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
KFC: Marketing is an ‘exercise in ruthless prioritisation’ during Covid-19
Molly FlemingThe coronavirus pandemic has forced KFC’s marketing to become sharper and more focused than ever, says UK & Ireland marketing director Jack Hinchliffe.
Children’s exposure to alcohol TV ads falls to 12-year low
Charlotte RogersNew data shows children’s exposure to alcohol broadcast ads in 2019 fell faster than their exposure to all television advertising, but the ASA remains mindful of the shift to online.
How B&Q’s simple sales promotion became a market-shifting event
Morag Cuddeford-JonesConsumers rarely sit up and notice retailer promotions amid all the marketing noise, but with a stirring soundtrack, explosions of colour and playful use of brand codes, agency Five by Five’s creative achieved exactly that for B&Q.
‘We’re back’: KFC launches tongue-in-cheek ad as it reopens for delivery
Molly FlemingKFC wanted to do “something a bit different” to the wave of coronavirus-related ads that have launched in the past few weeks as it aims to ensure its comms are “grounded in who we are”.
‘Hello Boys’: How Wonderbra caused global fever and won the bra wars
Ellen HammettWonderbra’s Hello Boys campaign from 1994 is considered one of the most iconic ads of all time. But it almost didn’t happen – until Eva Herzigová walked into the room.
‘Now is not the time for sales metrics’: Maltesers on bringing the ‘light side’ to lockdown
Sarah VizardMaltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.
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The ad industry’s ‘dirty dozen’ must rescue us from this shambolic Covid comms strategy
Mark RitsonThe government’s message on controlling coronavirus while leaving lockdown is fatally unclear, and only expert intervention can avoid a disastrous failure.
Meatless Farm turns to TV as it looks to boost growth
Molly FlemingHaving seen sales more than treble, Meatless Farm is launching a campaign, ‘Try it’, to communicate the versatility of meat alternatives and convince more shoppers to take the plunge.
Adidas hails effectiveness of #hometeam campaign but cuts spend in response to pandemic
Sarah VizardAdidas is upping spend on digital as it looks to make the most of the shift online.
Marketing Week Explores: How MoneySuperMarket pivoted to reflect the ‘economic mood’ of Covid-19
Marketing Week ReportersIn this latest edition of Marketing Week Explores, MoneySuperMarket and creative agency Engine discuss how they joined forces to develop a new campaign in a matter of weeks to support customers during the coronavirus pandemic.