Recommended reading: Broken retail and transformation without chaos
Matt BarkerMarketing Week reviews the latest books and articles for marketers.
How Virgin Holidays used AI-powered data insight to boost awareness
Matt BarkerWith the help of agency ForwardPMX, the holiday company successfully found a distinctive, trusted voice in a crowded sector.
Can Covid-19 help remove the stigma of mental health at work?
Matt BarkerLife under lockdown is sparking a shift in how brands recognise and prioritise mental health issues.
‘All bets are off’: Why brands are seizing the opportunity to launch under lockdown
Matt BarkerThe coronavrius has left many companies ripping up carefully laid plans with the intention of starting all over again later in the year. But could this actually be the best time to go to market?
Why the subscription economy has yet to hit its peak
Matt BarkerFar from reaching ‘peak subscription’, services that create a feeling of value-added membership and tap into the trends in contemporary culture are headed for a bright future.
How Glenfiddich went into battle to win the whisky wars
Matt BarkerA famous old name turned its fortunes around and repositioned itself as the leading whisky brand thanks to clever targeting and content creation.
Recruitment freeze: How brands are sourcing talent as hiring slumps
Matt BarkerA more creative approach to hiring could pay dividends for organisations both during – and after – life under lockdown.
Arts marketers go digital to forge a legacy beyond lockdown
Matt BarkerBy embracing innovative technology and ideas, arts organisations are finding new ways to survive the lockdown and build engagement for the future.
Sport in lockdown: Why brands are looking online for answers
Matt BarkerWith traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Olympics postponement brings new opportunities for sponsors
Matt BarkerPushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors’ plans in disarray as Olympics postponed
Matt BarkerSponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
How marketers can navigate the ‘perfect storm’ of remote working
Matt BarkerFrom motivating remote teams to finding new methods of measuring success, marketers will need to navigate a ‘perfect storm’ as the coronavirus pandemic sparks profound changes to the world of work.
How Greggs united a divided foodie nation
Matt BarkerBlending a clever launch strategy with a healthy dose of hype, Greggs took plant-power mainstream in 2019 with the launch of its vegan sausage roll.
‘I want people to lick the telly’: Inside the launch of M&S’s ‘This is not just food’
Matt BarkerIn search of a distinctive idea to reignite its business, Marks & Spencer unwittingly kicked off the trend for ‘food porn’ with the release of its 2006 campaign ‘This is not just food’.
Forget the hype: The virtues of account based marketing
Matt BarkerA hallmark of the B2B sector, account based marketing enables brands to develop one-to-one relationships with key accounts, as long as they are prepared to play the long game.