ITV and the BBC are hoping to generate some much-needed revenue in the face of declining ad sales and licence fee revenue, but face an uphill struggle to build a brand that can compete with Netflix and Amazon Prime Video, as well as Disney’s new offering.
The BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
As statistics show one in 10 children in the UK a have diagnosable mental health disorder, brands are helping kids improve their self-esteem, confidence and resilience in an increasingly digital world.
A study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
Marketing and insight are collaborating more closely than ever in a bid to develop rich, relevant and personalised content that drives deep consumer engagement.
The BBC will seek to position itself as the voice of a diverse and divergent Britain, offering viewers a seamless, personalised experience.
Online streaming platforms including Netflix, YouTube and BBC iPlayer dominate YouGov BrandIndex list of the UK’s best brands.
While the seemingly exponential rise of data can seem daunting, marketers from Marks & Spencer, Disney and the BBC believe there is a way to make sense of all the information to better target and delight consumers.
In their pursuit of a disruptive digital strategy, brands advocate shifting spend from high impact TV advertising to a personalised, content-led approach.
Despite a controversial build-up, marketers are confident the Rio Olympics can ride the momentum from London 2012.
With the EU referendum highlighting a clear divide along class and education lines, the latest in Marketing Week’s diversity series explores brands’ efforts to reflect and recruit people from working-class backgrounds.