O2’s first Christmas campaign aims to show the ‘power of the imagination’
Molly FlemingO2’s first foray into festive advertising features its brand mascot Bubl helping a young girl take part in the sport she loves despite lockdown.
How brands are keeping their strategies alive amid global uncertainty
Charlotte RogersStrategy 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.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 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?
Zero-based budgeting: Route to recovery or flawed thinking?
Charlotte RogersMarketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
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Marketers have finally woken up to the power of women in sport
Charlotte RogersIt may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
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Gilbert stands out in Rugby World Cup ad showdown
Matthew ValentineSports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.
10 sessions you won’t want to miss at the Festival of Marketing
Marketing WeekWith 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.
O2 champions Japanese culture in England Rugby campaign
Erin LyonsThe 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.
From midlife crisis to plane doodle to pink gimps: How Giffgaff turned a ‘hunch’ into a mobile success
Ellen HammettGiffgaff 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.
How brands can level the playing field for women in sport
Charlotte RogersAn 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?
O2 hopes to ‘attract and retain the best talent’ by offering enhanced paternity leave
Charlotte RogersThe telecoms giant believes the introduction of 14-weeks paid paternity leave is a big step forwards in becoming an inclusive employer.
How ‘Oops’ helped O2 grab a greater share of iPhone customers
Marketing Week ReportersO2’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.
O2 celebrates individuality as it launches ‘big and bold’ new positioning
Sarah VizardThe 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 brings separate agency partners together in move to foster creativity
Sarah VizardO2 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.
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KFC’s dancing chicken most complained about ad of 2017
Ellen HammettMoneysupermarket.com, Dove, McDonald’s and Match.com also featured in the ASA’s top 10.