The Big Shot: A Content State of Mind
Marketing Week PartnerAdvertisement feature Content marketing is evolving and can deliver results if executed well, but brands need to have clear objectives, a connected media and distribution strategy and relevant content to succeed.
Mobile accounts for a fifth of Argos’ total sales
Sarah VizardSales from mobile phones and tablets made up more than fifth (21 per cent) of Argos’ sales in its first quarter as the retailer’s digital transformation plan continues to take hold.
FIFA sponsors break silence over Qatar World Cup row
Seb JosephFIFA sponsors Adidas, Coca-Cola, Hyundai, BP and Visa have joined Sony in demanding the organisation investigate its controversial decision to award the 2022 World Cup to Qatar, fearing the “negative tenor” around corruption allegations is damaging their brands. Moves that demonstrate sponsors are more willing to take an ethical stance to protect their reputation, according to sponsorship experts.
Unsung heroes and asking the right questions: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Coca-Cola, Unilever, Danone: 5 things that mattered this week and why
Marketing Week ReportersFrom Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Aviva on why in-housing econometrics is no ‘silver bullet’ for success
Marketing Week ReportersBringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
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Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
Mark RitsonThe new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
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