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.
British American Tobacco strengthens F1 tie-up amid challenges off the track
Matt BarkerAs McLaren’s new principal sponsor, BAT wants to leverage its relationship with F1 to promote its ‘potentially reduced risk products’, as regulations tighten both on – and off – the track.
Recommended reading: Unfair advantages and the power of co-creation
Matt BarkerMarketing Week reviews the latest books and articles for marketers.
The rise of effectiveness and the dawn of Uber: Marketing moments of the decade, part II
Matt BarkerIn 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.
The launch of Instagram and John Lewis Christmas ads: Marketing moments of the decade, part I
Matt BarkerAs 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.
Zaid Al-Qassab: Channel 4 has a new lease of life outside London
Matt BarkerJust 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.
Trends 2020: Sports sponsorship takes a deeper dive
Matt BarkerRecognising 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.
How the streetwear spirit is transforming mainstream retail
Matt BarkerThe streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Luxury fashion cannot blame the climate crisis on the high street alone
Matt BarkerShortening 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.