Mars: Our scale means we can make a real difference to gender equality
Matthew ValentineMars’s global marketing vice-president, Michele Oliver, says the initiative is not a competitive play, but part of a wider ambition to drive change.
Channel 4 on the lookout for new marketing director amid reshuffle
Matthew ValentineThe broadcaster is on the hunt for a marketing director and communications director, both of whom will report into Channel 4 CMO Zaid Al-Qassab.
Meet the car brands shifting gear as buyers go digital
Matthew ValentineFrom digital-first customer journeys to pushing the electrification agenda, car marques such as BMW, Audi and Kia are switching strategies to ensure their marketing keeps pace with consumers.
How Refinitiv smashed its SEO target during domain migration
Matthew ValentineChanging its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
Confidence in marketing jobs edges up
Matthew ValentineAlthough still negative overall, expectations around marketing jobs has improved thanks in part to the government’s extension of the furlough scheme.
Marketers search for ‘green shoots of recovery’ as budget cuts continue
Matthew ValentineThe latest IPA Bellwether data finds the worsening pandemic and Brexit reality took a toll on marketing budgets during the fourth quarter, but optimism is growing that the sector will bounce back.
How DTC brand Thinx tackled taboos and censorship with first TV campaign
Matthew ValentineDirect-to-consumer brand Thinx challenged people to think differently about menstruation.
BMW invests ‘hundreds of millions’ in digital transformation
Matthew ValentineThe car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
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How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
How Octopus Energy used art to get people to switch to green energy
Matthew ValentineOctopus Energy used art to inspire people to take action on climate change resulting in an additional 37,000 new customers.
Why the Army shifted its focus to tackle the ‘culture of perfectionism’
Matthew ValentineExtensive market research led the British Army to shift its focus to overcoming failure as it looks to implement new econometric measures to assess performance.
How a shift in brand positioning saw donations fly for charity MyTenNights
Matthew ValentineMyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
Five trends that will shape media in 2021
Matthew ValentineFrom streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
Can tech democratise B2B market research?
Matthew ValentineTechnology is helping make B2B market research easier and cheaper for everyone from corporates to SMEs, but will communications improve as a result?