How Spotify’s Wrapped campaign found the joy in 2020
Matt BarkerSpotify’s Olga Puzanova explains why this year’s Wrapped campaign was a thank you note to the musicians and creatives behind the brand’s ever-growing audio content.
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Wonder Woman 1984’s release could determine the future of cinema
Mark RitsonWith movie studios determined to shift film releases to their own streaming platforms, the blockbuster’s December launch will show if cinema remains a viable distribution channel.
Channel 4 reveals new brand purpose in digital focus
Sarah VizardThe broadcaster is prioritising digital growth over more traditional TV ratings as it looks to “survive and thrive in a digital world”.
How augmented reality gives new life to physical music
Marketing Week PartnerPolydor Records used the cover of pop-rock group Haim’s latest album to create an interactive AR soundscape on Instagram, giving fans a new reason to engage directly with the band and buy a physical copy.
Why Disney is drawing on ‘nostalgia and magic’ for its first Christmas brand campaign
Lucy TesserasMickey Mouse takes centre stage in Disney’s first festive campaign, which aims to get the brand and commercial aspects “working in tandem to drive engagement”.
Sky aims to ‘recapture hearts and minds’ in major ad push
Sarah VizardSky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.
ITV hunts for a new CMO as Rufus Radcliffe assumes on-demand role
Sarah VizardThe move is part of a restructure at ITV that will split its media and entertainment division into broadcast and on-demand amid the growth of online viewing.
How social media helped save the i newspaper from a premature pulping
Matt BarkerLaunched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.
3 questions I wish I’d asked as a junior marketer: Pinterest CMO Andréa Mallard
Matthew ValentineTo become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
ITV on how its ‘organic’ agency relationship is giving it the edge
Matt BarkerITV believes its “honest, direct and organic relationship” with creative agency Uncommon is helping the broadcaster radically change perceptions and increase its relevance within society.
‘We’re not a passive brand’: Rufus Radcliffe on putting ITV at the heart of British culture
Charlotte RogersFrom encouraging millions to open up about their mental health to taking a view on the future of modern Britain, CMO Rufus Radcliffe is positioning ITV as a creative force to be reckoned with.
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.
FT calls for ‘courageous leadership’ to achieve fairer capitalism post-Covid
Charlotte RogersThe Financial Times is urging its readers to lay the foundations for a fairer form of capitalism post-crisis, as it looks to build on its New Agenda positioning with a focus on responsible leadership.
Marketing Week Top 100 2020: The top marketers in media and telecoms
Marketing Week ReportersMarketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
BT on its mission to ‘advertise sport differently’
Matt BarkerThe broadcaster’s latest ad campaign celebrates the return of the Premier League and anticipates big changes in our viewing habits.