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.
‘It’s old because it’s good, not good because it’s old’: Hovis’s first CMO on leading the brand
Niamh CarrollHovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
‘More informal, less stressful’: B2B marketers on opting for events to boost brand
Megan TatumB2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Amex’s B2B travel marketing lead: A tighter budget means we have to ‘think differently, relentlessly’
Hannah RashbassWith a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Ocado launches retail media offering
Grace GollaschOcado Ads claims to offer advertisers a “unique” set of retail media solutions driven by its online-first operating model.