Five trends that will reshape media in 2022
Michaela JeffersonFrom developments in the metaverse, to the rise of retail media and the search for effective measurement, Marketing Week picks the trends that will take shape this year.
How Sky used data to change consumers’ perception of value
Marketing Week ReportersBy drilling down into millions of customer data points on viewing habits, Sky changed perceptions on the value of the subscription service.
Why new buying habits require constant adaptation from brands
Steve HemsleyConsumers’ shifting buying behaviours present a commerce landscape that’s constantly in flux, meaning brands regularly have to reassess their sales and promotional channels.
The 2022 Agenda: Sweating the asset of retailers’ first-party data
Matthew ValentineAs we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.
Disney looks to build on festive success in ‘digital first’ push
Michaela JeffersonDisney hopes to drive further improvements in consumer sentiment, brand impact and media efficiency with its festive advertising campaign, after achieving strong results last year.
Facebook rebrands to Meta as virtual worlds become ‘new North Star’
Charlotte RogersAdmitting the previous brand name was too “tightly linked” to one product, CEO Mark Zuckerberg wants his business to become “metaverse first, not Facebook first” in a bid to graduate from social media to virtual worlds.
Tena awarded Channel 4’s sixth diversity in advertising prize
Michaela JeffersonThis year Channel 4 invited advertisers to address issues relating to ageism, in particular the inauthentic and sometimes clichéd portrayals of different age groups within current UK advertising.
Freeview looks to drive ‘active choice’ with new brand building campaign
Michaela JeffersonOnce ubiquitous in UK households, Freeview has become a brand only passively engaged with. The platform hopes to change this with a new campaign, while attracting younger audiences and pushing its credentials in innovation.
BT Sport: A small budget is an opportunity to think differently
Michaela JeffersonBT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
3 questions I wish I’d asked as a junior marketer: Reddit’s Roxy Young
Matt BarkerThe Reddit CMO explains why she’s a firm believer in grasping every opportunity as it comes along, even if it takes you on an unexpected path.
‘We’re creating a category’: Why Sky is investing in its biggest ever marketing campaign for Sky Glass
Michaela JeffersonAs it becomes an aggregator of competitor content, Sky’s new streaming TV is creating a whole new product category, marketing director Sunny Bhurji says.
Advertisers flood back to cinema as latest Bond film breaks records
Manny PhamWith cinemas shuttered for much of the pandemic, ad spend on the big screen declined by 80% in 2020 to just £45.7m.
Pinterest on the power of responsible innovation
Marketing Week ReportersPinterest collaborated with users to develop its AR make-up product, a sign says marketing boss Louise Richardson of the social media platform understanding the responsibility that comes with innovation and the need to add real customer value.
Marketing Week Top 100 2021: 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.
3 questions I wish I’d asked as a junior marketer: Sky’s Dave Stratton
Matthew ValentineAsking yourself if you are proud of the work you’re producing and its impact on wider society is an important lesson for young marketers, says Sky marketing director Dave Stratton.