While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
NatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
With sustainability at its core rucksack specialist Osprey is focused on making one product as good as it can be, but is expanding into new markets such lifestyle in a bid to extend its brand.
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
We arm marketers with all the numbers they need to tackle the week ahead.
The final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Rather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
CMO Cheryl Calverley eschewed the usual agency model for a more flexible set-up in its first major campaign to bring the Eve brand to life.
Catch up on all this week’s marketing news, including Sainsbury’s new CMO, the ousting of Marks & Spencer fashion boss Jill McDonald and the sponsorship opportunities around the Netball World Cup.