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.
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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.
Consumers ‘pay more attention’ to ads next to coronavirus news content
Ellen HammettAn increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.
Digital services have a new level of responsibility
Ben DavisAs the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
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EasyJet scraps CMO role as Lis Blair departs
Molly FlemingHer departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into EasyJet’s chief commercial officer.
How Skyscanner is helping people navigate ‘the stages of grief’ during coronavirus
Molly FlemingAs the travel industry faces a crisis amid closed borders and grounded flights, Skyscanner is using its marketing to offer people hope and build trust in the brand.