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.
O2’s latest campaign sees the brand’s focus move to live experiences as it says catchup TV can never substitute experiencing something in the moment.
O2’s marketing proposition Weve says the ad industry needs cleaning up in 2017 and that industry bodies need to do more to tackle the issue of ad blocking.
O2 set up a marketing effectiveness team 18 months ago as it looks to get the best bang for its buck by joining up its customer, brand and commercial divisions.
Making its marketing director responsible for data innovation – as well as regulation – has enabled O2 to develop new services that create value for customers from their personal data.
In a “first of its kind” campaign, The O2 arena is letting Unilever’s CIF brand clean its roof as part of a strategy it hopes will usher in a new era of experiential branded activity at the venue.
The words ‘vulnerable consumer’ might conjure up pictures of an elderly person suffering from dementia but thinking around vulnerability is evolving and marketers must communicate in the right way or risk jeopardising valuable consumer relationships.