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.
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.
Reddit on why brand safety is ‘not an issue’ on its platform
Matthew ValentineConfident brand safety will not be an issue on its platform, Reddit is branching out to the UK in a bid to serve its second biggest market.
Content design breeds user confidence
Ben DavisJust as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
‘Content is the driving force’: Meet the brands investing in audio
Matt BarkerDownloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.
Why KFC created ‘brand love’ on Instagram Live, even while stores were closed
Sean HargaveA celebrity influencer cook-off series empowered KFC to tap into the rise in social media usage and challenges between friends during lockdown, to reinforce its brand and avoid going silent.
How smart content management is key to successful retailer and brand marketing
Alan PorterContent marketing, particularly around products, is now key to creating personalised customer experiences, and marketers need to invest in the right technology to manage it.
The FA’s marketing boss on the ‘rollercoaster ride’ of football’s new reality
Charlotte RogersFrom the postponement of Euro 2020 to the prospect of staging the first behind closed doors FA Cup final, former Pepsi marketer Kathryn Swarbrick has been on a steep learning curve since joining the FA in October.
How GSK reorganised its brand portfolio in response to Covid-19
Charlotte RogersAs the coronavirus pandemic caused society to shut down, GlaxoSmithKline global CMO Tamara Rogers empowered her team to work at speed by prioritising “ruthlessly” to keep pace with consumer demand.