‘We did a Mark Ritson on it’: How Plusnet rethought its marketing codes
Sarah VizardPlusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Tesco, ITV and BT Sport win top prizes at the Marketing Week Masters Awards
Marketing Week ReportersCongratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Tesco, Grand Prix winner ITV, and ITV CMO Rufus Radcliffe, who has been crowned ‘Marketer of the Year’.
BT on its mission to ‘advertise sport differently’
Matt BarkerThe broadcaster’s latest ad campaign celebrates the return of the Premier League and anticipates big changes in our viewing habits.
How a high concept BT campaign convinced us ‘It’s Good to Talk’
Matthew ValentineBig ideas, human truths and Bob Hoskins came together in this IPA award winning campaign to help BT put itself at the heart of communication.
‘We wanted to do the opposite of everyone else’: How BT is demonstrating its purpose during the pandemic
Sarah VizardBT’s new campaign aims to teach the nation vital digital skills as it looks to play a role as a public service communicator during the coronavirus pandemic.
Sky and BT make a perfect match in the face of sport streaming threat
Matt BarkerThe two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
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Marketers have finally woken up to the power of women in sport
Charlotte RogersIt may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
‘We have to be a brand that does not just tells’: BT kicks off FA sponsorship strategy
Sarah VizardThe telecoms firm is introducing its 4-3-3 sponsorship strategy in a deal it hopes will leave a lasting legacy in football and beyond.
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.
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.
BT returns to the high street as it overhauls brand that ‘stands for nothing’
Sarah VizardBT’s brand will appear on store fronts for the first time in 25 years as the company looks to overhaul perceptions of the brand that are “not in a great place” through a focus on new products and improved customer service.
BT wants to shake off its ‘ornamental’ status with FA sponsorship
Erin LyonsBT has signed a £50m five-year deal with the Football Association as it looks to have “real relevance” with consumers and talk more broadly about its business.