How a high concept BT campaign convinced us ‘It’s Good to Talk’
Matthew ValentineBig ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.
Recommended reading: Keeping up with customers and a roadmap for change
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
Surviving recession: The class of 2008 on positivity, plan Bs and lateral thinking
Matthew ValentineHow will graduates find entering the workplace during a downturn? We ask the class of 2008 how they coped.
M&S overhauls Sparks loyalty scheme to go digital-first
Matthew ValentineThe retailer hopes the new scheme will offer a more personalised experience and feel “instantly rewarding”.
P&G threatens to pull ad spend if platforms don’t take ‘systemic action’ over racial equality
Matthew ValentineP&G’s chief brand office Marc Pritchard has warned media channels, networks, platforms and programmes that it will pull ad spend if they do not accurately and respectfully portray Black people.
Why the pandemic is sparking a new generation of leaders
Matthew ValentineA new generation of marketing leaders are emerging during the Covid-19 crisis with very different goals to their predecessors.
3 questions I wish I’d asked as a junior marketer: Ladbrokes Coral’s Dominic Grounsell
Matthew ValentineGVC group managing director Dominic Grounsell has sought out broad marketing experience in a career that has covered multiple sectors, but he believes getting to know yourself should be an essential workplace KPI.
Recommended reading: Brands’ hypocrisy over social justice and the power of action
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
Recommended reading: Broken retail and transformation without chaos
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
Safety first: How Covid-19 is transforming customer journeys
Matthew ValentineCustomer journeys are changing rapidly under lockdown, as digital adoption accelerates and safety becomes the number one issue in physical retail.
Measure for measure: How lockdown has changed marketing KPIs
Matthew ValentineAs traditional measures of success are being challenged by the Covid-19 crisis, brands are developing new KPIs to assess the effectiveness of their teams.
‘The virus caught people off guard’: How SMEs are fighting to survive Covid-19
Matthew ValentineFrom cash flow to furlough, soaring demand and the shift to browsing behaviour, small and medium-sized businesses are finding themselves uniquely challenged by the coronavirus crisis.
One marketer on why the Army was perfect training for his career
Matthew ValentineFive years of ‘Boy’s Own Adventures’ with the Army proved good training for a career in marketing, says brand marketing director EMEA at web domain provider GoDaddy, James Eadie.
Brands go direct to consumer to capitalise on ecommerce surge
Matthew ValentineFrom Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Comfort in a crisis: How brands can help us feel better
Matthew ValentineIn an age of lockdown and uncertainty, consumers have got a taste for nostalgia as they look for brands to offer a much-needed dose of comfort.