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%.
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.
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Ad saturation and over-targeting damaging people’s trust in brands
Ellen HammettNew research further highlights the risks brands face as a result of over-targeting, with negative feelings towards advertising all stemming from precision marketing rather than brand building activities.
The making of Dave: How UKTV turned a ‘ridiculous idea’ into an award-winning channel
Charlotte RogersThe Inside Story: Over the past 12 years, UKTV’s Dave has gone from a channel scoring just 2% spontaneous awareness to a media brand attracting 20 million viewers a month.
Easier, faster, less political: How becoming purpose-driven improved Channel 4’s leadership
Lucy TesserasSince focusing the business around diversity and inclusion, Channel 4 has found leadership has become much easier and that it has fostered a culture of innovation that boosts long-term commercial success.
UK pitches itself as ‘next port of call’ for Asian brands looking to export
Ellen HammettAs Britain prepares to leave the European Union, the UK ad industry is looking to establish a much higher profile internationally, with growing interest directed at China, the US and Japan.
Google’s EMEA boss on brand safety, policing ‘bad actors’ and regulation
Ellen HammettYouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.