Alarm bells ring after consumer expectations for 2021 take a dive
Matt BarkerThis month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Marketing budgets slump again as UK enters second Covid wave
Matt BarkerThe latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.
Peloton’s marketing boss on learning the language of global business
Matt BarkerFrom flourishing in the world of gaming to changing the face of fitness, Marian Holties has always been up for chasing the next challenge and learning the nuances of each new market as she goes.
How social media helped save the i newspaper from a premature pulping
Matt BarkerLaunched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.
Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
Nile Rodgers on why it’s always important to be heard
Matt BarkerThe celebrated singer, songwriter and producer explains why the mass appeal of pop still exerts a powerful hold after nearly 50 years of hit-making.
ITV on how its ‘organic’ agency relationship is giving it the edge
Matt BarkerITV believes its “honest, direct and organic relationship” with creative agency Uncommon is helping the broadcaster radically change perceptions and increase its relevance within society.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Lego: Brands that focus on their audience always win
Matt BarkerThe marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Facebook promotes from within as it names Alex Schultz CMO
Matt BarkerSchultz comes in as CMO at a pivotal point for Facebook as it faces a difficult period with the upcoming US election.
Value of UK brands falls amid warnings they could disappear from global list
Matt BarkerThe top 10 remains almost unchanged from last year, while the highest risers and newcomers reflect a year of trauma and transformation.
Digital strategies: How retailers are flexing between local and global
Matt BarkerBrands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
‘A radical vision’: How Sony Bravia’s dazzling ‘Balls’ ad changed the game
Matt BarkerA logistical nightmare but a creative triumph, the ad turned around the fortunes of a troubled multinational and launched the career of one of the industry’s leading talents.
BT on its mission to ‘advertise sport differently’
Matt BarkerThe broadcaster’s latest ad campaign celebrates the return of the Premier League and anticipates big changes in our viewing habits.
‘Content is the driving force’: Meet the brands investing in audio
Matt BarkerDownloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.