How BT Sport’s budget cut helped it do more with less
Matthew ValentineBT Sport took the message to the fans with a data-driven campaign to drive subscriptions.
From medical product to lifestyle brand: How Tena tackled the stigma of incontinence
Matthew ValentineConsumer insights saw Tena shake up the market for incontinence products, helping it protect its position as the category leader.
How ITV’s connected approach shifted the conversation on mental health
Matthew ValentineA bid to offer ‘More than TV’ has seen one of Britain’s biggest broadcasters steer the national conversation towards mental health.
How Nationwide used humour to get UK consumers saving
Matthew ValentineNationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
How the Army achieved long-term brand building excellence
Matthew ValentineThe British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.
How humour and mainstream appeal helped ITV become marketing team of the year
Matthew ValentineWith a focus on reflecting and shaping UK culture in everything it does, ITV has addressed questions about its content and achieved its aim of being about ‘More than TV’.
How Cheryl Hole helped Virgin Media keep hold of its customers
Matthew ValentineVirgin Media developed a ‘brand generosity’ campaign to retain customers that normally leave in the New Year.
How Tesco won back nervous shoppers with a dose of nostalgia
Matthew ValentineTesco decided a dose of nostalgia would be healthy for shoppers worried about Brexit.
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.
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.