It is every marketer’s worst nightmare for a brand under their stewardship to overnight be associated with something horribly negative. Sharing your brand name with the virus that caused a global pandemic, for example, is not something any marketer could anticipate or plan for.
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t undermine your core image, which is why Corona will be fine but Burger King is heading for trouble.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Stella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
Marketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Marketing Week is proud to name Tesco’s George Rivers as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Having ended its retail exclusivity deal with Boots, Mark Hill Hair has appointed its first ever marketing director to steer the brand into a new era.