The ‘new normal’ isn’t that new, many trends were there before Covid hit
Michael HewittThe growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
Adidas cut media spend by 25% during lockdown but now plans to ‘reaccelerate’
Sarah VizardThe sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Häagen-Dazs, UKTV, McDonald’s: 5 things that mattered this week and why
Marketing Week ReportersWe round-up the biggest news from the week including UKTV’s ambitious brand revitalisation, how Häagen-Dazs is capitalising on its momentum by doubling digital investment and your chance to vote for the Brand of the Year.
How UKTV is repositioning to ‘revitalise’ its challenger mindset
Charlotte RogersRather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
How David Attenborough and talking animals are helping ZSL fill its £12m budget hole
Sarah VizardThe Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
Revealed: Marketing Week Masters Brand of the Year shortlist
Marketing Week ReportersA total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
Vote for your Brand of the Year
Marketing Week ReportersThe shortlist for the Marketing Week Masters awards Brand of the Year has been revealed, and here’s your chance to have a say in who wins.
Why Häagen-Dazs didn’t bring marketing ‘to a standstill’ during lockdown
Molly FlemingHäagen-Dazs is doubling its investment in digital marketing as it looks to “capitalise on the momentum” it gained during lockdown.
How the travel industry is reopening after lockdown
Molly FlemingPeople may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
Marketoonist on the pace of change
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Target customers’ big similarities, not their little differences
JP CastlinAll too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
Seven steps to implementing an effective lead nurturing strategy
John HughesIt’s not enough to create content to lure sales leads, you need to understand how warm they are and to tailor their journey to their interests.
McDonald’s, Sky and Amazon slashed ad spend as lockdown hit
Sarah VizardSome brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.
Covid-19: How brands are getting more bang for their advertising buck
Matthew ValentineThe pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
Post-Covid innovation needs to be radical, not marginal
Helena RubinsteinWhile there are multiple different ideological and behavioural scenarios for how society will evolve post-Covid, in order to keep pace innovation must adopt a breakthrough mindset.