How Manchester United’s Paul Pogba transfer rewrote the rules of sports marketing
From an announcement in the middle of the night, to a rap video featuring a social media star, the unveiling of Paul Pogba by Manchester United broke new ground.
Burberry becomes first luxury brand to personalise on Pinterest
Rachel GeeBurberry hopes to capitalise on Pinterest’s 100 million monthly users, as it focuses on personalisation and its online influence to push its beauty products.
Facebook takes aim at ad blockers
Leonie RoderickFacebook is looking to put a stop to ad blocking with new technology that will stop ad blocking software identifying what content is an ad and what is not.
Lidl’s Arnd Pickhardt on what it takes to turn a challenger brand into a contender
Thomas HobbsLive your brand, think tirelessly about customers and do not compromise your expectations – that is the advice of Arnd Pickhardt, the man behind the pivotal Lidl Surprises campaign and winner of Marketing Week’s ‘Visionary Marketer of the Year’ award 2016. Here he shares his advice for achieving effective marketing and customer insight.
Tesco deems marketing ‘mission critical’ following Covid sales boost
Michaela JeffersonCEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Heineken: Beer brands have missed an opportunity to innovate around flavour
Manny PhamHeineken’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.
Aviva restructures marketing with introduction of chief customer role
Michaela JeffersonAviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.