With the increased attention put on determining the impact of media, creativity has seemed to be in decline but new methods and a renewed focus could reignite the spark.
Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
The shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
To some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
BrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Our new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
The value of A/B testing should not be underestimated, but all too often it’s overlooked.
Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
In just 8 months KP Snacks marketing director Kevin McNair has halved strategic agencies, in-housed social and introduced an innovation hub all in a bid to streamline the brand to keep up with its diverse portfolio and changing consumer trends.
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
The streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Marketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.
Brands can drive growth momentum by being ‘meaningfully different’, but very few should expect to grow market share immediately, according to new research from Kantar.
Greggs’ marketing prowess has contributed to a year of stellar business results, culminating in being shortlisted for Marketing Week Masters Brand of the Year, powered by YouGov.
Marketers from brands including KFC, Diageo, TSB and Waitrose will be joined by Marketing Week columnists Helen Edwards, Thomas Barta and Mark Ritson on stage at this year’s Festival of Marketing.
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.