Strategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
The 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
It may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
The marketing campaign taps into Japan’s unique cultural identity while heroing England’s symbol, the red rose, but the mobile giant is determined to ensure it doesn’t “fall into” easy stereotypes.
Giffgaff almost didn’t make it past its first birthday. Now, it is one of the biggest mobile virtual networks in the UK. The people behind its success explain how.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
The telecoms giant believes the introduction of 14-weeks paid paternity leave is a big step forwards in becoming an inclusive employer.
O2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.
The mobile operator is rethinking its marketing strategy as it looks to return to its roots and help customer feel excited, rather than worried, about new technology.
O2 is trying to break down the siloes in its business, both internally and with agency partners, in a move aimed at inspiring innovation and creativity.
Moneysupermarket.com, Dove, McDonald’s and Match.com also featured in the ASA’s top 10.
Media transparency has become a major issue, but brands including Pernod Ricard, O2 and B&Q are taking steps to ensure they have more control and a better understanding of where their spend is going.