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The streaming wars will be the bloodiest battle in marketing history
Mark RitsonSit back, grab the popcorn and enjoy what will surely prove to be the most competitive commercial contest in marketing history.
UK privacy regulator calls on brands to stop ‘bankrolling’ illegal activities
Ellen HammettThe Information Commissioner’s Office has been reviewing the way personal data is being used and wants marketers to realise the role they are playing in funding unethical digital practices.
The brands exploring new business models to shake up media’s ‘identity crisis’
Charlotte RogersWith digital news hit by a crisis of profitablity, a new crop of media brands are developing bespoke revenue models that rely on their subscribers, members and supporters’ desire for quality, in-depth journalism.
Facebook launches UK privacy campaign
Ellen HammettThe ‘Privacy is Personal’ campaign is the latest move from the social media giant to improve transparency and rebuild trust after the Cambridge Analytica scandal.
Disney hires Sky CMO to head up Disney+
Sarah VizardDisney is ramping up focus on its new subscription service Disney+ by hiring Sky’s former CMO to head its direct-to-consumer business in Europe.
3 questions I wish I’d asked as a junior marketer: The Guardian’s Sonia Sudhakar
Erin LyonsSonia Sudhakar still struggles to speak up, but she wants young marketers to understand that showing vulnerability when asking questions is not a weakness, it’s an intellectual strength.
Disney preps marketing blitz as it takes on Netflix in streaming
Sarah VizardDisney is to treat the launch of Disney+ as its “most important” in 15 years, with a “comprehensive” marketing plan that aims to take awareness above 90%.
Marketing Week Top 100: The top media, telecoms and entertainment marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the media, telecoms and entertainment sectors, part of our Top 100 Most Effective Marketers project.
Brand of the Year shortlist profiled: Netflix
Michael BarnettThe streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Channel 4 puts focus on LGBT+ representation in annual diversity competition
Molly FlemingChannel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
Channel 4 hires BT’s Zaid Al-Qassab as CMO
Ellen HammettAl-Qassab has been in charge of the BT, EE and Plusnet brands since 2015, with Channel 4 bringing him on board to help accelerate its digital marketing strategy.
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The Guardian may be profitable but its model damages journalism
Mark RitsonThe Guardian is a fine newspaper and should be proud to reverse its losses, but by giving its product away for free it is preventing the news industry profiting from quality journalism.
ITV ‘reboots’ brand and effectiveness measures as it drives ‘new era for marketing’
Ellen HammettITV has hired two new marketers and is building a metric for ‘spontaneous brand consideration’ as it ups its efforts to turn viewing moments into transactional relationships.
‘People don’t like being pigeon-holed’: How Beano Studios targets kids and their parents
Charlotte RogersThrough the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.