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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.
Inside Nationwide’s award-winning campaign to shift consumer attitudes around saving
Marketing Week ReportersLearn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How has the pandemic changed brands’ view of ROI?
Charlotte RogersWhile 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.
Marketing agility has been redefined for the post-pandemic era
Lindsay WilesThe classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.