Coca-Cola launches global Christmas ad that promises to ‘unite us’
Molly FlemingCoca-Cola is launching a Christmas ad that it hopes will unite the world in its largest ever festive marketing push.
2019 year in review: It’s been a bad year for…
Marketing Week ReportersFrom the rise of anti-advertising advertising, courtesy of Oasis and BrewDog, to the crumbling casual dining market and WeWork’s failed IPO, 2019 has not been a good year for everyone in the marketing world.
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Vote for your campaign of 2019: Round 1
Marketing Week ReportersWe’ve shortlisted 16 campaigns but now we want our readers to pick the best marketing campaign of 2019.
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Peloton missed a huge brand opportunity with its sexist ad
Molly FlemingPeloton could have focused its Christmas ad on the many ways exercise can improve people’s lives but instead it fell foul of outdated stereotypes and sexism.
Brands must counteract politics’s negativity
Tanya JosephWith the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Why soap brand Beco wants other companies to steal its staff
Sarah VizardDisabled people make up the majority of staff at social enterprise Beco, which this week is running its first TV ad in a bid to grow its brand and help close the disability employment gap.
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For the ‘agency of the decade’, adam&eveDDB is a mess of a brand
Mark RitsonAdam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
Will Harrods’ bet on a new beauty brand pay off?
Charlotte RogersAs the luxury department store prepares to branch out to Essex with its first standalone beauty concept – H Beauty – is this new identity a step too far for an icon of British retail?
Facebook’s new corporate branding aims to bring its family of apps closer together
Sarah VizardFacebook has introduced its first corporate logo as it looks to differentiate the company and the social network, and signal to regulators and users that it owns Facebook and WhatsApp.
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Mark Ritson: Distinctiveness is marketers’ main challenge
Sarah VizardMarketing Week columnist and marketing professor Mark Ritson believes salience is the biggest part of a marketer’s job, but that most “don’t get it” and are, if anything, underplaying their distinctiveness and brand codes.
M&S relaunches Per Una brand to take it from ‘frilly to feminine’
Ellen HammettM&S is relaunching Per Una with a new campaign and logo but has removed its Classics sub-brand in an effort to simplify its clothing portfolio.
Churchill gets a CGI makeover as brand looks to get its edge back
Sarah VizardChurchill has given its brand mascot Churchie a CGI makeover and launched a ‘Chur-Chill’ positioning as it looks to build affinity for its brand in a price-sensitive market.
Barclays repositions to ‘break its brand out of the pack’
Sarah VizardDespite having a “very powerful” brand, Barclays believes there is limited differentiation between banking brands, something it is trying to address with a new positioning, tone of voice and visual identity.
Custard apple and yuzu: Why Mastercard is adding taste to its brand experience
Sarah VizardHaving dealt with sight with the launch of its symbol logo and hearing with its brand sound, Mastercard is looking to push its brand positioning still further with the launch of its own taste.