Carlsberg shifts spend from TV to social content
Seb JosephCarlsberg is accelerating plans to redirect its marketing budget to social media content and away from traditional channels such as TV after declaring its ability to prove the effectiveness of content marketing is closer to becoming a reality.
Twitter doubles revenue but user growth slows
Russell ParsonsTwitter’s revenue more than doubled in 2013 as the slew of products it launched for marketers led to a surge in advertising income in the final quarter of the year but concerns over its profitability are likely to grow as losses widened and user growth slowed.
The Week in Tech: Apple looks set to fold and less RAM for your buck
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘You can’t keep fishing in the same pond’: How Primark’s first TV ad ‘changed the conversation’
Grace GollaschPrimark’s first TV campaign delivered record ad awareness, double-digit denim sales growth and helped shift quality perceptions.
Beyond ROI: Why marketing needs risk metrics
Sam DiasMarketers can borrow a framework from finance to help maximise returns while managing risk by adapting the maths, tweaking the assumptions, and applying it to marketing portfolios.
‘Strategic bullseye’: Inside Paddy Power’s quest to be an entertainment brand
Grace GollaschFresh from recruiting Rob Lowe and Danny Dyer for its World Cup campaign, Paddy Power is on a mission to become the “number one talked about brand”.