Meet the top scoring marketers who helped fictional brand Moon skyrocket
Matthew ValentineFrom being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.
Context is king: Why brands are rethinking their KPIs
Matthew ValentineThe three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
Stella Artois brings back ‘Reassuringly Expensive’ to celebrate pubs reopening
Matthew ValentineStella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
Why Stella Artois is focusing on ‘art, not advertising’ as it looks to drive reappraisal
Matthew ValentineThe Belgian beer brand is seeking a return to its ‘innovative’ heyday with a fresh focus on artistry and a global rollout of its restaurant concept, Frites Artois.
Why CEOs want marketing superheroes
Matthew ValentineThe CEOs of Wagamana and Kerry Foods explain why an appreciation of internal comms and a thirst for innovation are important characteristics marketers must possess in the post-pandemic world.
BBH deploys creativity in search of an unfair competitive advantage
Matthew ValentineBBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
Consumers looking to ‘move on’ from Covid as confidence lifts
Matthew ValentineA positive reaction to the Budget, coupled with the UK’s successful vaccine rollout and a roadmap for the end lockdown, is putting consumers in the mood to start spending their ‘accidential savings’.
Dulux dog celebrates 60th anniversary as the brand jumps on decorating boom
Matthew ValentineDulux is targeting renters as it looks to capitalise on the decorating boom triggered by the pandemic, as the brand celebrates its 90th anniversary and 60 years of its Old English Sheepdog mascot.
M&S strategy to sell rival brands marks the end of an era
Matthew ValentineM&S’s move to start selling clothing from competitors including Hobbs, Joules and White Stuff is designed to pull in more customers and “turbocharge” online sales.
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Almost two-thirds of female marketers considered quitting due to Covid
Matthew ValentineA staggering 60% of female marketers have left or considered leaving the profession as a result of Covid-19 – more than any other industry – according to new research from LinkedIn.
Volvo eyes electric future with switch to online-only purchase model
Matthew ValentineThe Swedish car marque is leading its premium rivals on a route away from traditional forecourts to an online-only purchase model focused on electrification.
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Coca-Cola ditches unified packaging strategy with Zero Sugar push
Matthew ValentineCoca-Cola has enlisted Tyler, The Creator for its latest campaign which looks to highlight the “indescribable” feeling drinking a Coke creates, while showcasing the redesigned Coca-Cola Zero Sugar pack.
Sainsbury’s drops ‘Live Well for Less’ as it shifts focus from price to value
Matthew Valentine‘Live Well for Less’ is being replaced with ‘Helping Everyone Eat Better’ as the supermarket looks to help consumers make healthier choices for themselves and the planet.
Growth Hacks: Bulb on the value of ‘relentless simplicity’
Matthew ValentineIn the first of Marketing Week’s new Growth Hacks series, renewable energy supplier Bulb explains why a commitment to simplicity, rewarding customers and finding a clear reason to exist are all essential for rapid growth.
Nivea preps DTC site to capitalise on ecommerce surge
Matthew ValentineNivea is ramping up plans for a DTC offering to serve surging online demand, while at the same time unveiling a new brand purpose focused on the power of touch.