How CALM used sport to spark a conversation about mental health
Marketing Week ReportersThe charity harnessed the power of sport to help make mental health tangible, driving a 74% increase in calls to its suicide prevention helpline in the process.
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‘We lost relevance’: How Moderna plans to reignite its brand post-Covid
Niamh CarrollModerna is launching its first major brand campaign under the watch of chief brand officer, Kate Cronin, who was hired at the height of the pandemic, as it looks to build on the relationship it established with consumers during Covid.
The next era of data-driven advertising in TV is here. How can marketers make the most of it?
Marketing Week PartnerAddressable TV helps brands increase ROI with data-driven capabilities, including a new opportunity to reach audiences in market for their products.
Pret, Pets at Home, Twitter: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Charlotte RogersRather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
Why retailers are using loyalty cards as a promotional paywall
Matthew ValentineAre retail media networks driving changes to loyalty schemes as shopper data becomes essential to supplier relationships?
Brand mascots and getting Tango’d: 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 TSB revealing its first brand character to Tango reviving its famous tagline, it’s been a busy week. Here is my take.
TSB swaps David Schwimmer for first brand mascot
Molly InnesTSB is on a journey to get its customers talking, and hopes its new brand mascot will help it address the elephant in the room.
Why Tango is reviving its ‘forgotten’ focus on product
Niamh CarrollTango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.
Help Marketing Week determine how effectiveness is defined, measured and communicated
Marketing Week ReportersThe Language of Effectiveness, sponsored by Kantar, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
Premier League clubs ditch front-of-shirt gambling sponsors
Niamh CarrollAnti-gambling campaigners have said the decision to ban front-of-shirt sponsorships while still allowing these ads to appear elsewhere is “incoherent”.
Tesco claims its ‘relentless focus’ on value is paying off despite profits halving
Niamh CarrollThrough initiatives such as Clubcard Prices, its price match and everyday low prices schemes, Tesco has “materially eroded” the price difference between itself and the discounters, CEO Ken Murphy claims.
ITVX overtakes Disney+ and All 4 as UK’s fourth most considered streaming service
Matthew ValentineITV’s marketing push behind ITVX appears to be paying off, as YouGov BrandIndex data reveals a dramatic improvement in consideration since it replaced ITV Hub.
Coca-Cola’s marketing SVP on staying ‘fresh’ after 25 years with the business
Niamh CarrollThe Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
From hero to zero: Why loss of trust is so damaging for premium brands
Harry LangBrands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.