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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.
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How marketers are stepping up to take control of media
Thomas HobbsMedia 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 takes inspiration from Alice in Wonderland in ‘live experiences’ push
Rachel GeeO2’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 Weve on why 2017 is the year digital must clean up its act
Rachel GeeO2’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.
How O2 set up a marketing effectiveness team
Leonie RoderickO2 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.
How O2 has built new businesses out of personal data
Michael BarnettMaking 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.