‘From belonging to thriving’: Euros win sparks surging audiences for women’s sport
Charlotte RogersAttracting 15.8 million new viewers in 2022 alone, interest in women’s sport has been turbocharged by the Lionesses’ historic Euros victory.
‘Reset and rethink’: How Sky plans to make marketing ‘better’
Lucy TesserasTraining and development is at the heart of Sky’s recently launched Marketing Excellence Programme, through which it hopes to encourage “restless” thinking and improve marketing effectiveness, while also attracting and retaining the top talent.
Why Channel 4 is ditching the All 4 brand and adopting one cross-channel identity
Michaela JeffersonThe broadcaster plans to unite all of its channels and services under the Channel 4 brand, with CMO Zaid Al-Qassab promising “one seamless experience” for viewers.
Elon Musk takes over Twitter amid a challenging market for digital advertising
Niamh CarrollMusk’s acquisition of Twitter comes as Meta, Google and Snap all report a slowdown in their advertising businesses, with demand waning due to the difficult macroeconomic environment.
The ‘power’ of Attenborough: BBC earns most creatively effective cinema ad of August
Michaela JeffersonThe combination of Sir David Attenborough, stunning cinematography and powerful music make the BBC’s Frozen Planet II trailer the most likely cinema ad of August to drive long- and short-term impact, according to The Works study.
Netflix ad-supported inventory ‘nearly sold out’ ahead of November launch
Michaela JeffersonThe ad-supported plan will cost subscribers £4.99 per month when it launches in the UK on 3 November
Marketing Week Top 100 2022: The top marketers in media and telecoms
Lucy TesserasMarketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Tag.
ITV: TV is a powerful medium to connect with older consumers
Matthew ValentineITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
Spotify’s top marketer on ‘building a village’ to support her career
Michaela JeffersonThe support of colleagues past and present has led Taj Alavi through a career of mammoth brands, including Instagram, Uber and Spotify.
Snap to ‘substantially’ reduce marketing spend amid staff cull
Charlotte RogersSnap plans to reduce investments not directly connected to its strategic priorities, including cuts to its hardware and games products, and scrapping Snap Originals.
How Spotify reorganised its marketing team to enable more ‘nimble’ creativity
Michaela JeffersonSince restructuring in February, Spotify has been able to roll out almost weekly initiatives across its 10 key markets, according to the audio platform’s top global marketer.
Snap CMO Kenny Mitchell on the power of working for brands you love
Michaela JeffersonFrom action sports and NASCAR to PepsiCo and McDonald’s, Snap’s top marketer has risen through the ranks working for brands that are “tailwinds” for him.
‘Social media is broken’: Meet the platforms forging a new path
Molly InnesA wave of platforms are hoping to take social media in a new direction, mixing community and wellbeing with revamped funding models.
Is inflation triggering a tipping point for retail media?
Matthew ValentineAs UK inflation exceeds 10%, could the cost crisis fuel a boom in retail media as brands go in search of targeted promotions aimed at cash-strapped consumers?
How UKTV increased market share by ditching ‘disposable’ marketing
Marketing Week ReportersBy focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.