Unprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
The emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
After Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
Day 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
Former Mondelēz digital and social media manager, Pollyanna Ward, traded in big budgets and global campaigns to establish her own coffee subscription business.
Speed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.
BMW is looking to widen its potential audience by creating “relevant and snackable” content that engages consumers beyond cars.
Far from being intimidated by the emerging rivals on the beauty scene, Avon believes opening its business to new partners, ramping up it speed to market and investing in new forms of content will propel the brand into 2019 and beyond.
Brands’ failure to create relevant and meaningful content, combined with their inability to improve consumers’ wellbeing, means they are becoming increasingly irrelevant in the minds of shoppers.
A targeted campaign designed to drive digital, reignite parental brand awareness and create an audience for its new TV show, helped Beano Studios grow its reach among kids aged six to 12 by 2,000%.
Big business opportunities can be found on the other side of the border, so internationalisation is an important goal, but getting language right is key.
The beer brand believes the best creative work doesn’t always come from having the biggest marketing budget, as it looks to avoid “doing what everyone else does”.
German jewellery and watch retailer Thomas Sabo is increasingly shifting its spend from magazine placements to media that is “easier to measure”.
City Football Group’s CMO is taking inspiration from other sports, entertainment and digital channels as she looks to bolster Man City’s fan base and extend the club’s reach beyond match days.
As statistics show one in 10 children in the UK a have diagnosable mental health disorder, brands are helping kids improve their self-esteem, confidence and resilience in an increasingly digital world.
The sports giant’s brand boss says Adidas is giving its Tango Squads influencer communities a life beyond messaging apps through long-form video.
Wellbeing entrepreneur Liz Earle on unlocking the power of founder-led brands and why it is a mistake to chase millennials.
Fridge Raiders set out to boost its market position by partnering with YouTube influencers to transform perceptions of the brand, which delivered greater return on investment than any of its other marketing campaigns.
Chinese consumers boast a high disposable income and strong desire to travel, so with one of the busiest holidays in the Chinese calendar drawing to a close, we take a closer look at how to engage this complex audience.