EBay looks to become “considered” fashion choice
Lara O'ReillyEBay is ramping up digital marketing activity for its Fashion Outlet as it looks to become a “considered” brand when shoppers are searching for clothes.
The real cost of brand-building with Facebook
Mark RitsonI remain a social media sceptic. Although Facebook is an important and incredibly useful tool for many brands, its impact has been wildly overstated on three fronts. First, the belief that social media somehow changes or even revolutionises the business of marketing communications. Second, the widespread promotion of social media as a relevant tool for […]
National Trust bolsters marketing with media director role
Branwell JohnsonThe National Trust has created the new role of media and external affairs director to help make the charity more relevant and accessible to the “modern world”.
The Week in Tech: Apple looks set to fold and less RAM for your buck
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘You can’t keep fishing in the same pond’: How Primark’s first TV ad ‘changed the conversation’
Grace GollaschPrimark’s first TV campaign delivered record ad awareness, double-digit denim sales growth and helped shift quality perceptions.
Beyond ROI: Why marketing needs risk metrics
Sam DiasMarketers can borrow a framework from finance to help maximise returns while managing risk by adapting the maths, tweaking the assumptions, and applying it to marketing portfolios.
‘Strategic bullseye’: Inside Paddy Power’s quest to be an entertainment brand
Grace GollaschFresh from recruiting Rob Lowe and Danny Dyer for its World Cup campaign, Paddy Power is on a mission to become the “number one talked about brand”.