BrandZ 2016
All the key trends from the 2016 list.
YouTube is pushing further into ecommerce – here’s why
Sarah VizardYouTube is pushing further into ecommerce with the launch of a ‘buy’ button. It is the latest move by the video network as it looks to take on Amazon and eBay.
Apple grows brand value 67% to top BrandZ global list
Lucy TesserasThe tech powerhouse has surged back to top spot in Millward Brown’s 10th annual list of the world’s 100 most valuable brands, achieving the first $200bn valuation and pushing Google into second, while Microsoft’s turnaround strategy propels it to third.
1 Comment
Adidas is thinking big with football overhaul, but the strategy contradicts its recent moves
Alison MillingtonAfter launching a major football boot campaign with “Haters” in January, appointing a new global creative agency in March and announcing a new strategy earlier this month, Adidas appears to be aware of the challenges it faces from competitors. However, its announcement this week that it will retire its entire existing line of football boots appears somewhat contradictory to its more recent moves.
Marketing Week Top 100 2021: The top travel, leisure and hospitality marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in travel, leisure and hospitality, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
How Reckitt’s digital transformation is enabling it to ‘learn faster and scale-up’
Manny PhamWhen Cigdem Kurtulus took on the top marketing job at Reckitt she introduced a marketing hub to encourage collaboration across all markets as she says you can’t enforce a “digital transformation mindset” without first changing the infrastructure.
Marketing Week Top 100 2021: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.