Marketing Academy scholars on data vs creativity
How important is it to retain creativity when data-driven insight is becoming more prevalent?
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EE bids to turn volume down on rivals’ 4G launches with Glasto sponsorship
Lara O'ReillyEE is set to launch a major marketing campaign around its sponsorship of the Glastonbury Festival, as it looks to blunt the impact of the roll out of its rivals’ 4G networks and corresponding ad campaigns.
Digital and data will give Channel 4 a new lease of life
Lara O'ReillyChannel 4’s commitment to put investing in digital innovation around advertising, data and programming will turn it into the new kid on the block again – despite being in its thirties.
Unofficial Nutella fan site shut down by brand could turn into ‘nightmare’
Lara O'ReillyNutella maker Ferrero’s move to issue a cease and desist notice to the owner of the unofficial “World Nutella Day” website and social media pages has been branded as “counter intuitive” by social media experts, who warn it could make previous advocates of the brand turn away to competitors.
Tesco deems marketing ‘mission critical’ following Covid sales boost
Michaela JeffersonCEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Heineken: Beer brands have missed an opportunity to innovate around flavour
Manny PhamHeineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Aviva restructures marketing with introduction of chief customer role
Michaela JeffersonAviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.
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