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2016 trends: What will impact your business next year
Marketing Week ReportersOur own (non-exhaustive) list of the issues to keep an eye on in the next 12 months.
Burberry lets passers-by take over Piccadilly Circus screen to create personalised scarves
Sarah VizardBurberry is taking over the giant ad screen at Piccadilly Circus with an interactive 3D campaign that will allow passers-by to create, and buy, personalised versions of its heritage scarves on their mobile phones.
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Secret Marketer: Award-winning campaigns focus on business results, not just great creative
David CoveneyAs the year’s end fast approaches, the inbox fills up with emails from venues suggesting that your staff Christmas party should be held at their unique establishment, and you have the usual team discussion about which poor soul will be in the office over the festive period (usually yours truly).
Zero-based budgeting and Mars’s purpose stance: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
Cancer Research UK’s Philip Almond on why it’s ‘very useful’ to have older marketers in the team
Niamh CarrollRepresenting the individuality of older people in marketing is crucial to communicate effectively with an age group which holds disproportionate spending power, says Cancer Research UK’s top marketer.
How Tesco used ‘brand shaping insights’ to take calculated risks
Marketing Week ReportersThe supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
‘The lights went out’: Why a flurry of brands are calling time on long-term agency partnerships
Ian BurrellWith a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads?