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.
Agencies risk being left behind as the creative process speeds up
Matt BarkerWith brands increasingly looking to do more with less in the Covid-19 era, is the age of the old school one-stop-shop agency coming to an end?
Channel 4, Sky and Tesco commit to challenge harmful stereotypes
Matt BarkerA core group of 28 UK brands, creative agencies and industry bodies have signed up to address gender inequality through the creation of the Unstereotype Alliance UK branch.
Lo-fi vs big budget: What is the future of ad production in the Covid era?
Matt BarkerThe industry is keen to flex its creative muscles, but will budget-busting flamboyance look badly out of place as consumers edge out of lockdown and into a recession?
The Olympics’ new marketing strategy: Going ‘direct-to-people’
Matt BarkerA digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
‘We were digital first responders’: Why Microsoft wants a key role in the post-pandemic recovery
Matt BarkerThe tech giant’s UK CMO Paul Bolt believes future success will be gained by staying “humble” and remaining optimistic about the challenges of a post-pandemic world.
F1 celebrates the power of athlete activism with return to the track
Matt BarkerAhead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
Consumer confidence up three points as lockdown loosens
Matt BarkerGfK’s latest flash report brings some good news ahead of this weekend’s ‘re-opening day’, but comes with a warning about a fragile economy.
Why brands should stay true to premium price models
Matt BarkerCompanies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
Owning an occasion: How brands are standing out during Covid-19
Matt BarkerThe ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.
Amazon cements its status as the world’s most valuable brand
Matt BarkerAmazon tops BrandZ’s ranking of the 100 most valuable global brands for the second year in a row, keeping Apple in second as Google slips to fourth.
TikTok crashes into BrandZ’s top 100 as the highest new entry
Matt BarkerThe social media platform was one of this year’s big new entries, but can it replicate the success of competitors like Instagram?
Why sponsors are playing the long game as live sport restarts
Matt BarkerThe cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
How marketers are becoming better leaders during Covid-19
Matt BarkerAs notions of leadership are redefined during Covid-19, a softer, more transparent approach is emerging as the best way to maintain trust.