BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
As travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its offer beyond the package holiday.
From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
Asahi UK admits to taking “slightly too long” to kick things off with Meantime but did so to truly understand the brand’s heritage, it now plans to raise awareness and drive growth by talking up the craft beer’s heritage.
Aside from potentially costing them billions in lost consumer spend, brands’ failure to accurately represent the lives of older women means they are missing out on this demographic’s power as influencers on younger generations.
The gravy brand is rolling out a new campaign ahead of the Christmas season, as parent company Premier Foods focuses on “mission critical” brand building across its wider portfolio.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From boosting trust in advertising to the war for talent, it’s been a busy week. Here is my take.
The advertising watchdog is calling on media owners and platforms to donate ad space to fuel the roll out its trust-building campaign across the UK.
A 30-second TV spot will launch a multimedia Christmas campaign tonight, as the online retailer targets consumers who like to plan ahead for the festive period.
Tesco Mobile says it offers quality and expertise “in a slightly different way” to the rest of the sector and claims customer perceptions of it being an “expert brand” have nearly doubled since January.
This Christmas is set to be very different from the last, so to execute effective advertising campaigns brands must plan to peak at the right times, when consumers are most engaged with relevant content.
The advertising watchdog is taking a stronger position against brands that make misleading claims about their environmental impact and has promised to “go further” to tackle the issue.