EA Sports on ditching FIFA and having to rebrand its most popular game
Josh StephensonEA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
EA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
The latest instalment in our State of Market Research series looks at four times when market research has made a real difference to an organisation – and the lessons that can be learned from it.
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As Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
The newspaper ad engaged readers with an effective combination of headline, image and copy, according to Kantar’s The Works study.
Kraft Heinz’s Q2 results showed gross profits margins up by 180 points to 33.3% as its CEO promised more investment in marketing and innovation.
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Deliveroo is being more targeted in how it delivers promotions and stepping up its focus on value in marketing communications in order to boost consumers’ value perceptions of the brand.
M&S is outperforming its high street rivals across all key brand health metrics, according to data from YouGov BrandIndex.
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Senior marketing managers saw an average salary increase of 15.4% between April 2022 and April 2023, while marketing directors and heads of marketing saw an increase of 11.1% in the same period.
Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.
When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
The latest GfK consumer confidence barometer has dire implications for UK marketers, as the British public seeks to save rather than spend.
The first-person ad from HSBC ranked in the top 25% of ads for effectiveness, according to the latest edition of The Works study.
Kenvue is the consumer health spin-off from pharmaceutical business Johnson & Johnson. CEO Thibaut Mongon has touted the power of the “affinity” consumers have to its brands, which include Neutrogena and Listerine.
Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.