How Tesco reinforced its value message with Supermarket Sweep remake
Matthew ValentineBringing back a daytime TV favourite proved to be a winning strategy for Tesco.
How ITV used content to get millions talking about mental health
Matthew ValentineMillions of people have thought more seriously about mental health thanks to one of the UK’s biggest broadcasters.
How BT Sport increased subs despite cutting marketing spend
Matthew ValentineBT Sport combined data with creativity, resulting in a 30% uplift in subscriptions.
How a data-led approach let BT Sport spread its message further
Matthew ValentineBT used AI to get to the heart of the nation’s conversation about football.
How BT Sport used AI to lead the nation’s chat around football
Matthew ValentineBT Sport changed its marketing strategy to reflect changes in the competitors it faced.
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.
Return on engagement: Why John Lewis and Diageo are turning to personalisation
Matthew ValentineBrands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
The rise of effectiveness and the dawn of Uber: Marketing moments of the decade, part II
Matthew ValentineIn 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.
3 questions I wish I’d asked as a junior marketer: Birds Eye’s Steve Challouma
Matthew ValentineAchieving an outward-looking approach to his work has been a big focus for Birds Eye marketing director, Steve Challouma, who having spent more than two decades in the industry has learned how to channel shyness into creative firepower.
Trends 2020: The ghost of Brexit Future haunts brands and consumers
Matthew ValentineUncertainty over the shape of Brexit continues to make planning hard for brands and consumers, with skills shortages hitting companies facing the prospect of EU tariffs.
From the climate crisis to Brexit: Why brands are refusing to play it safe
Matthew ValentineAmid a cultural backdrop of climate emergency, Brexit chaos and fears over gun violence in the US, brands are increasingly deciding to take a stand, rather than play it safe.
Recommended reading: Confusion culture and meeting consumers’ ‘raw needs’
Matthew ValentineMarketing Week reviews the latest books and blogs for marketers.
Risk and reward: How retail brands are managing returns
Matthew ValentineA normal part of doing business or an expense crippling the bottom line, the issue of returns is climbing up the retail agenda as brands deliberate how to tackle repeat offenders.
The rental economy: ‘It’s not a trend, it’s a movement’
Matthew ValentineTired of a throwaway culture based on cheap products, shoppers are increasingly opting to rent products, from fashion to furniture, in their search for sustainable solutions that suit modern attitudes to ownership.
Why alternative job titles prove marketing is not the ‘colouring-in department’
Matthew ValentineDoes the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?