In 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’.
A 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.
The lines between B2B and B2C are blurring as marketers continue to ‘cross the floor’ and cherry pick the best attributes from both sides.
‘Marketing for a sustainable future for The Guardian’ was a three-year plan to turn around the troubled, though still much-loved, national newspaper.
The two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
By linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
Marketers may have one view of their contribution to the business, but do analysts, CFOs and CEOs share the same opinion?
As 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?
America’s favourite sport is gearing up for its Sunday night showcase, even if some brands are refusing to play by the old rules.
Long-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?
As 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.
Budweiser’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 is hoping to retain its strong local identity and build a formidable international fanbase with the roll-out of its subscriber only YouTube channel.
Marketing Week reviews the latest books and articles for marketers.
With 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?