Why luxury label Balmain wants to act like a media brand
Matthew ValentineDescribing entertainment as a new strategy for communicating its values, fashion house Balmain believes scripted drama is the future of brand storytelling.
The Economist’s CMO on using ‘zeitgeist moments’ to drive subscriptions
Charlotte RogersDespite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
Marketoonist on content marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
Lend me your ears: Why marketers are opting for sound over vision
Matt BarkerIn an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
Adidas on why ‘rebellious optimism’ is more needed than ever
Charlotte RogersIn the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Why Ladbrokes Coral wants to move ‘beyond just the bet’
Charlotte RogersThe pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
‘Consistently offbeat’: Paddy Power on the method behind the mischief
Charlotte RogersBeing mischievous is harder work than it looks, says outgoing PR boss Lee Price, who explains the bookie brand’s “bulletproof” challenger mentality is based on rock-solid strategy, consistency and high standards.
Why data-driven storytelling helps drive results for brands
Marketing Week PartnerUsing insight to create valuable, relevant content can form the basis of agenda-setting campaigns for B2B brands, as Festival of Marketing attendees found out.
What digital transformation means for content creation
Marketing Week PartnerWith the accelerated migration of marketing spend to digital channels, marketing and creative teams are being asked to create more digital content with less resources and be more efficient.
How agencies can slay the content spaghetti dragon and grow in 2021
Marketing Week PartnerWhat is content orchestration? And how can it help agency business models?
How Spotify’s Wrapped campaign found the joy in 2020
Matt BarkerSpotify’s Olga Puzanova explains why this year’s Wrapped campaign was a thank you note to the musicians and creatives behind the brand’s ever-growing audio content.
Work with TikTok Creators to supercharge campaign engagement
Marketing Week PartnerCreators on TikTok have a unique understanding of their audience and the content that works, making them a valuable asset for brands using the platform.
How augmented reality gives new life to physical music
Marketing Week PartnerPolydor Records used the cover of pop-rock group Haim’s latest album to create an interactive AR soundscape on Instagram, giving fans a new reason to engage directly with the band and buy a physical copy.
How Asos and Made.com engage style lovers on YouTube
Marketing Week PartnerAs the popularity of fashion and design-focused videos on YouTube continues to rise, brands are finding deeper, more meaningful ways to reach consumers.