In the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
As the decade draws to a close, Marketing Week looks back at the defining moments of the 2010s from the News of the World phone-hacking scandal to the launch of Instagram and the dawn of influencer culture.
Just three months into his role as chief marketing officer of Channel 4, Zaid Al-Qassab is forging a digital-first identity for the broadcaster, assembling a new team of diverse talent and settling into new headquarters in Leeds.
Recognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
The streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Shortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
Embedding your brand in the local area and becoming an active part of the community is the best way businesses can succeed at a national, and global, level.
Marketing Week reviews the latest books and blogs for marketers.
Marketing Week reviews the latest books and blogs for marketers.
The social media platform of choice for Gen Z, TikTok offers an array of possibilities for access and engagement, but as it matures growing pains could be on the horizon.
Asos has culled its print magazine after 12 years amid a wider crisis for the brand but, as other companies can testify, a well-produced print title can still be a highly effective promotional tool.
With fresh faces in the boardroom and new approaches to retail and marketing, sportswear’s big hitters are readying themselves for a challenging 12 months.
Taking a more selective approach, the high street retailer is showcasing slimmed-down product lines in a bid to make shopping easier for men “with fewer, better choices”.
Sponsorships have hit the headlines in recent weeks with high profile arts organisations coming under intense pressure to drop partners deemed to have ‘toxic’ reputations. Done right, however, and sponsorships can provide a solid platform for long-term success.
Attracting the right brand partnership will be crucial if W Series wants to cement its status as the home of female motor racing as the tournament gears up for its second season.