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?
How Covonia predicted where coughs would strike to get the most from its marketing spend
Matthew ValentineCoughs and sneezes spread a marketing message for Covonia in a category-first campaign.
Why Toyota used an old name to bring new technology to drivers
Matthew ValentineToyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Does market research need to ‘loosen up’?
Matthew ValentineIn a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
How a fake pop-up shop helped cut accidents on UK roads
Matthew ValentineGetting bikers to talk about safety required some lateral thinking from Highways England.
How Sainsbury’s became ‘Signsbury’s’ to create a better environment for deaf shoppers
Matthew ValentineStaff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
Could a Covid vaccine provide a painful remedy for struggling brands?
Matthew ValentineA Covid vaccine could save jobs and kickstart the rescue of the hotel and hospitality sectors. But it will be a long road to recovery and it may involve a painful reckoning for some.
Kevin the Carrot returns for Aldi Christmas campaign
Matthew ValentineAldi is hoping to replicate the success of previous Christmas campaigns with its carrot-based adventure.
‘Up is not the only way’: Samsung’s top marketer on the value of breadth
Matthew ValentineSamsung Electronics’s Sharon Hegarty says breadth of experience can be as important as simply moving upwards when it comes to shaping a career.
Why marketers need more input to ensure the price is right
Matthew ValentineConsumers rethink what value means in times of crisis. Do marketers need to be more involved when brands do the same?
How Tesco used social media to drive emotional resonance
Matthew ValentineTesco achieved consumer engagement and sales uplift by putting an emotional spin on a price-driven campaign
How Diageo kept bartenders’ spirits up during lockdown
Matthew ValentineDiageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.