The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Controversial Adidas ads banned for ‘explicit nudity’
Niamh CarrollWhile Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
Sage CMO: B2B businesses ‘underestimate’ the power of brand
Michaela JeffersonWith B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Why Malibu is refreshing its brand despite a period of ‘exceptional’ growth
Niamh CarrollBrands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Channel 4: Advertisers are ‘right to be worried’ about privatisation
Michaela JeffersonChannel 4 has made public its proposed alternative plan to privatisation, as it reports a record-breaking performance for 2021.
This Much I Learned: What3Words on breaking into popular culture
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, What3Words CMO Giles Rhys Jones discusses the importance of global nuance, building a team from scratch and his mission to help the brand secure its place in popular culture.
Why Mr Kipling is tapping into consumers’ ’emotional’ connection with the brand
Niamh CarrollMr Kipling has seen good growth for several years, but now is the “natural time” for a “refresh” of its brand platform, says Premier Foods’ CMO Yilmaz Erceyes.
‘A new narrative for menopause’: Tena and Channel 4 unveil Diversity in Advertising prize-winning campaign
Michaela JeffersonThe ‘#LastLonelyMenopause’ campaign highlights some of the realities of the menopause in ways it says have not before been seen in British TV advertising.
Dementia UK tackles ‘long-tail’ of Covid with biggest ever brand campaign
Cerys HollidayThose living with dementia are still struggling to access support services post-Covid, says Dementia UK’s marketing lead. But with its new campaign, the charity hopes to turn this around.
How Direct Line plans to create new category ‘entry points’ with its latest brand campaign
Michaela JeffersonHaving won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Waitrose launches first campaign for value range after Asda clash
Lucy TesserasWaitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.
How Sky Broadband is using creativity to make the ‘intangible’ tangible
Molly InnesSky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
Sir Frank Lowe on the birth of Stella’s ‘Reassuringly Expensive’
Charlotte RogersFrom flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
‘Worrying’: Marketers react to Channel 4 privatisation
Lucy TesserasBrand leaders have questioned the government’s decision to push ahead with the privatisation of Channel 4, with some fearing it could impact creative effectiveness.
Asos plans to ‘scale-up’ broad-reach marketing to drive brand awareness
Cerys HollidayAsos delivered revenue growth of 4% in the six months to 28 February, and an adjusted profit before tax of £14.8m. This marks an 87% drop in profit since last year.