Just 8% of brands are ‘very satisfied’ with their agency partners
As more brands consider taking activity in-house, how is the client-agency relationship changing and do marketers have greater control?
How fashion brands are taking Instagram from gimmick to strategic
Leonie RoderickFor many fashion brands, Instagram is no longer just a ‘gimmick’ used during fashion weeks to create a buzz, but a serious part of their social strategy.
Disney: ‘People are not walking around thinking about brands all the time’
Sarah VizardDisney’s head of audience strategy Richard Ellwood says brands must focus on making their brands relevant to people’s lives and ensure they are not overwhelming them with choice if they want to drive interest and sales.
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Why Coca-Cola needs to focus on love not logic as it evolves its one brand strategy
Leonie RoderickAs Coca-Cola extends its ‘one brand’ strategy to packaging it needs to make sure consumers still understand the difference between its products and that it doesn’t lose any brand love.
Adidas on why ‘rebellious optimism’ is more needed than ever
Charlotte RogersIn the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Zoopla, Leon, Walkers: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The pandemic has forced brands to shift from insight to intelligence
Andrew GeogheganCovid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
The value of marketing and brand revamps: Your Marketing Week
Lucy TesserasAt 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 downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.