Five trends that will change the media landscape in 2018
Leonie RoderickFrom publishers taking on the digital giants to streaming services stealing tactics from traditional broadcasters, Marketing Week predicts the media trends that will take shape this year.
The eight types of marketing mind
Michael BarnettMarketers’ psychology influences how they work, the content they consume and their relationships in the office, and our new research reveals the eight personality types that matter most.
Tesco talks up its ‘passion’ for food in evolution of Food Love Stories campaign
Ellen HammettTesco is evolving the message behind its advertising, shifting focus from the meals its customers make to instead promote the retailer’s “passion” for food.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
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