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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
How M&S strikes a balance between ‘crazy creative’ and going ‘too safe’
Erin LyonsRisk taking is necessary if a brand intends to stand out, according to Marks & Spencer’s marketing boss for food and hospitality, but they mustn’t go so far they lose the brand’s identity.
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How Audi is bringing creativity to marketing effectiveness
Sarah VizardBy using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
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How Huawei’s marketing helped it become the number two smartphone brand
Sarah VizardThe Chinese brand has managed to break the Apple and Samsung hegemony in the smartphone market through a focus on innovation and collaboration, but it faces a big challenge to achieve its goal of being the biggest global player.
TikTok, Google, valuable sports teams: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The wrong and the real of marketing effectiveness
Grace KitePeter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
Agencies risk being left behind as the creative process speeds up
Matt BarkerWith brands increasingly looking to do more with less in the Covid-19 era, is the age of the old school one-stop-shop agency coming to an end?
Coca-Cola to the rescue and McDonald’s goes to war: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Coca-Cola and McDonald’s signalling a return to marketing, to the virtues of zero-based budgeting, it’s been a busy week on Marketingweek.com. Here is my take.