The toughest jobs: How innovation is cutting through
Marketers selling tobacco, energy, sugary drinks and financial products have some of the most difficult jobs in the profession.
Countdown kicks off for EU data regulation changes
Sarah VizardThis week marks two years until brands must be compliant with new EU data laws and marketers should not underestimate the work needed to make sure they do not fall foul of the regulations.
Coca-Cola Zero Sugar relaunch an early success as awareness and sales soar
Leonie RoderickCoca-Cola Zero Sugar saw the greatest rise in ad awareness of any brand in August, according to new YouGov data.
Soft drink brands suffer blow as government pledges sugar tax for 2018
Thomas HobbsChancellor George Osborne has confirmed a sugar levy will be introduced on all soft drinks by the end of 2018.
Disney is playing a bigger game in its box office battle with Scarlett Johansson
Mark RitsonBlack Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences
Marketing Week ReportersInvestment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based madness: The new craze in B2B
Jon LombardoAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.