How Huawei helped deaf children learn to read
Sarah VizardHuawei created an app, StorySign, that used sign language to help children learn to read and helped boost perceptions of the brand.
How the British Army’s ‘Snowflakes’ campaign achieved more with less
Russell ParsonsThe campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
How Greenpeace’s campaign helped make palm oil as toxic as plastic
Molly FlemingWhen Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.
Mark Ritson on how to achieve strategic effectiveness in 2020
Marketing Week ReportersWatch Mark Ritson’s keynote at The Festival of Marketing and discover his recipe for brand success this year and beyond.
Santander claims Ant and Dec campaign is boosting brand love
Molly FlemingAs it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
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Marketing needs a culture of creativity
Andrew GeogheganMarketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
Seven steps for sorting out your marketing measurement
Marketing Week PartnerMeasuring marketing effectiveness holistically requires an organisational commitment to building an analytics-driven culture, which is difficult to achieve but crucial to sustained commercial success.
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Have yourself a media-neutral Christmas
Mark RitsonMarketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
The rise of effectiveness and the dawn of Uber: Marketing moments of the decade, part II
Sarah VizardIn the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
Why you need a business plan, not a marketing plan
Marketing Week PartnerWe end our series on B2B marketing effectiveness with a look at why brands need to ensure all departments are working to the same set of objectives.
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Peloton’s ad is bad, but it will ultimately benefit the brand
Mark RitsonNot all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
How Direct Line is proving the link between customer and commercial
Russell ParsonsDirect Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
The habits of highly effective marketers
Morag Cuddeford-JonesSenior marketers at our roundtable sponsored by Neustar described the struggle of demonstrating marketing effectiveness, but also proved marketing is maturing by embracing the need to do it.
Trends 2020: Moving towards global media measurement
Charlotte RogersCrying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.