Crossing the floor: The blurred lines between B2B and B2C
Matt BarkerThe lines between B2B and B2C are blurring as marketers continue to ‘cross the floor’ and cherry pick the best attributes from both sides.
How The Guardian used planning, purpose and products to revive revenue
Matt Barker‘Marketing for a sustainable future for The Guardian’ was a three-year plan to turn around the troubled, though still much-loved, national newspaper.
Sky and BT make a perfect match in the face of sport streaming threat
Matt BarkerThe two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
Adidas’s partnership with Stonewall FC could be a game changer
Matt BarkerBy linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
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Does the rest of the C-suite have confidence in marketing?
Matt BarkerMarketers may have one view of their contribution to the business, but do analysts, CFOs and CEOs share the same opinion?
How to speak the language of confidence
Matt BarkerAs a marketer, self-belief is king when it comes to projecting your message – but is the hallmark of true confidence the ability to inspire trust and the willingness to listen?
The NFL is back in business as it gears up for Super Bowl 2020
Matt BarkerAmerica’s favourite sport is gearing up for its Sunday night showcase, even if some brands are refusing to play by the old rules.
Why brands are switching social strategies to explore long-form content
Matt BarkerLong-form content is making a comeback on social media, with brands writing extended Instagram captions and producing lengthier video material. But just how interested are consumers in a deeper dive?
Adidas ramps up key city strategy as it makes a play for Paris
Matt BarkerAs the French capital gets its gameface on ahead of the 2024 Olympics, Adidas explains how the city’s local creativity is feeding the brand’s international strategy.
How Budweiser’s ‘Whassup?’ ushered in the era of viral ads
Matt BarkerBudweiser’s ‘Whassup?’ ads weren’t just part of a hugely successful campaign, they also helped usher in a new age of viral hits and the arrival of urban culture in the advertising mainstream.
Liverpool FC kicks off YouTube subscription model
Matt BarkerLiverpool FC is hoping to retain its strong local identity and build a formidable international fanbase with the roll-out of its subscriber only YouTube channel.
Recommended Reading: Pricking pomposity and digital trends for 2030
Matt BarkerMarketing Week reviews the latest books and articles for marketers.
Salary Survey 2020: Addressing marketing’s London bias
Matt BarkerWith over half of marketers working in London and the South East, what needs to be done to rebalance opportunities across the UK and what are the advantages of carving out a career outside the capital?
Salary Survey 2020: Marketing’s diversity crisis impacts seniority and influence
Matt BarkerA lack of diversity within the higher ranks continues to blight the marketing industry. It makes little sense culturally, it’s bad for business and it stifles creativity.
The Marketing Society’s CEO Gemma Greaves to leave
Matt BarkerGreaves is leaving to set up her own venture but will remain with The Marketing Society while it searches for a new leader.