Walkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
In partnership with the Advertising Association and Kantar, Marketing Week will reveal the month’s most effective advertising campaign and share what marketers can learn from it.
Despite proving the correlation between customer and commercial, Direct Line Group’s Mark Evans says customer orientation is “not natural to everybody” so the business has to constantly “fight that tide”.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
As it launches a new product-focused campaign to drive awareness and consideration, head of brand Rachel Kerrone explains why Starling will not use an “off the shelf” approach to advertising.
Having delivered on the promises set out in his initial marketing plan, the brand’s CMO says the wider business understands the value of marketing and is set to notably increase the size of its marketing team.
Chief executive Alan Jope says ecommerce will “clearly remain a key channel” after the pandemic, and is keen to bolster Unilever’s digital operations further in response to changing consumer habits.
The deadline for the 2021 Marketing Week Masters awards is 30 April – here’s why you should enter.
Many marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
The collapse of the breakaway European league was a failure to understand the needs and wants of a market.
Covid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
Journalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.