How DTC brand Thinx tackled taboos and censorship with first TV campaign
Matthew ValentineDirect-to-consumer brand Thinx challenged people to think differently about menstruation.
Five trends that will shape media in 2021
Matthew ValentineFrom streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
Reaching the SVOD audience: Streaming ad strategies for subscription services
Mike ShawAudiences of streamed TV and films are hard to reach, but not impossible, and with relevant content and compelling creative brands have a key opportunity to stand out.
Why brands should put webinars centre-stage to boost demand generation
Marketing Week PartnerWith uncertainty still the prevailing wind, it’s impossible to plan live events with confidence. Consequently, stock in webinars is going up.
It’s time for brands to shine with TikTok Ads Manager
Marketing Week PartnerTikTok’s new self-service platform for advertisers makes it simple for small businesses to inspire over 100 million European consumers.
How Asos and Made.com engage style lovers on YouTube
Marketing Week PartnerAs the popularity of fashion and design-focused videos on YouTube continues to rise, brands are finding deeper, more meaningful ways to reach consumers.
As Just Eat shows, digital plus TV delivers brand fame
Matt BushbyDigital platforms extend TV ads’ efficacy to increase brand fame and salience, but you need to create native content, not just repurpose it from broadcast.
M&S takes digital focus with ‘It’s On’ Christmas campaign
Sarah VizardThe retailer is eschewing TV this year for a campaign it hopes will reach customers as they are “scrolling and shopping”.
M&S CEO: This is not the right year for a big Christmas TV campaign
Sarah VizardMarks & Spencer is rethinking its marketing spend, particularly in its clothing and home business, to focus on search and social media rather than multimillion-pound TV campaigns.
How Pizza Hut overhauled its media strategy to be more efficient
Molly FlemingPizza Hut believes a focus on attribution and ROI can help to make its marketing more effective as it shifts to digital.
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TikTok is nothing new – to marketers, it’s just another ad platform
Mark RitsonAlthough its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
Just Eat: We’ve done two years’ worth of learning in six months
Molly FlemingJust Eat admits it has had an “overwhelming” data to make sense of during the pandemic but that it has found insights to help build both its and its partners businesses.
Grace Kite on why there is no ‘blanket’ rule for 2021 planning
Sarah VizardThe end of the furlough scheme, differing impact of the pandemic on specific categories and the rise of online all impact how marketers should think about budget planning and strategy next year.
Reddit on why brand safety is ‘not an issue’ on its platform
Matthew ValentineConfident brand safety will not be an issue on its platform, Reddit is branching out to the UK in a bid to serve its second biggest market.
Brands must stop funding lies and hate
Tanya JosephIf brands are serious about not letting their money fall into the hands of climate change deniers, white supremacists and conspiracy theorists, now is the time to take a discriminating approach to brand safety.