Amazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
When Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
Bob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
Google says money is moving back to brand building on its platforms as brands look to “keep their brands in front of people to stay top of minds”.
Google wants to start a national conversation about the British public’s love for all things local, as it looks to revive the UK high street and tap into trends within wider culture.
Google might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Google CMO Lorraine Twohill admits that one of her biggest mistakes has been focusing on inclusive hiring but not the retention of diverse talent.
Marketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?
The move towards a cookie-less internet and the threat of tighter regulation means marketers need to urgently rethink how they target people online.
From the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
The future of marketing study must still focus on a grounding in strategic principles, while the hands-on teaching of tactical tools must be constantly updated.
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