Barclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
Marketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
A LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Marketing Week is proud to name Tesco’s George Rivers as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
Having ended its retail exclusivity deal with Boots, Mark Hill Hair has appointed its first ever marketing director to steer the brand into a new era.