Microsoft is buying LinkedIn for $26.2bn in a deal that the two companies say will “change the way the world works” but will also provide both with more data so they can serve more relevant content and advertising.
For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
In part two of Marketing Week’s round-up of the biggest marketing trends from 2015, we look back at creative programmatic, the rise of virtual reality and reactive marketing campaigns such as Aldi’s John Lewis spoof.
Microsoft’s move to enforce more social values in its marketing has been credited as the primary driver as it ‘surprisingly’ beat the likes of Amazon and Google in a new poll by The Guardian analysing the UK’s most influential brands.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.