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When the pandemic hit, Transport for London had to supress demand and encourage people to stay at home rather than travel on its network.
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Tackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.
The consumer protection brand and its digital agency delve into the challenges they face in measuring marketing outcomes and driving sustainable business growth, including benchmarking performance in unusual times and framing the language of measurement to encourage alignment with objectives.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
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After rigorous efforts to boost the efficiency of paid and organic search, Tesco Mobile identified big opportunities to reallocate budgets.
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Scottish Water boosted trust in the brand by associating with issues that matter to consumers and adapting at pace to the challenges of the pandemic.
By drilling down into millions of customer data points on viewing habits, Sky changed perceptions on the value of the subscription service.
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The cereal brand defeated Boots in the final to take home the coveted prize.
From Reebok to Tiffany, Bezos to Burger King, brand purpose to Meta, Marketing Week’s trusty columnist reveals his top 10 marketing moments of the year.