The basic tenets of marketing are not changing, but with brands producing thousands of pieces of creative each year, a new framework is needed to ensure greatness.
Heineken is launching a new global music strategy in a bid to cement itself within the live music scene. However, Heineken’s global brand communication director Anuraag Trikha admits that it faces a challenge as “people come to see the artist and not the brand”.
The beer industry is increasingly promoting moderate drinking and lower alcohol beer in a bid to boost loyalty and prove that it is living up to its pledge to improve responsible drinking.
Travel marketer Will Weeks shares the lessons he’s learnt from being made redundant and the job hunt routine that keeps him sane.
To mark Mark Ritson’s 10th anniversary as a Marketing Week columnist, we have pulled out some of his most memorable putdowns and observations.
The mobile network’s CEO explains why marketers have never had a better opportunity to make themselves indispensable and warns of the dangers of perfect data.
The combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.