Marketers at work: The Marketoonist collection
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Mark Ritson: The battle for branding’s soul is on
Mark RitsonMarketing Week’s Top 100 ranking of companies that exhibit brand purpose is currently the “most read” article on our website. Rightly so; it’s a fine article about a key topic for marketers.
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How MTV is using vloggers and Instagram to boost its brand appeal
Thomas HobbsMTV says that by allowing YouTube stars to curate the show and through experimenting with Instagram and Snapchat, the European Music Awards is giving sponsors such as Activision’s Guitar Hero more exposure among millennials than ever before.
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The future of insight: Why it lies outside marketing
Lucy TesserasMore is being expected of insight and analytics functions as data pervades all areas of business, according to a new survey of 10,000 companies in 60 countries, requiring new skills and taking away marketing’s ownership of insight resources.
Smartphone brand Honor on using marketing to fuel growth targets
Manny PhamHaving gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Freeview looks to drive ‘active choice’ with new brand building campaign
Michaela JeffersonOnce ubiquitous in UK households, Freeview has become a brand only passively engaged with. The platform hopes to change this with a new campaign, while attracting younger audiences and pushing its credentials in innovation.
Why TfL took to podcasts to start a conversation
Marketing Week PartnerAt the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Helen Edwards: Marketers beware the growth killer of convergence
Matthew ValentineBrand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.