Over half of B2B marketers say role becoming ‘more strategic’
Hannah RashbassDuring the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
‘More informal, less stressful’: B2B marketers on opting for events to boost brand
Megan TatumB2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Experiential top priority for B2B brand investment
Charlotte RogersEvents and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
‘Discovery mission’: One brand on becoming the baby sector’s first football shirt sponsor
Charlotte RogersA big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Niamh CarrollClaiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Guinness launches biggest-ever global campaign as it debuts Premier League sponsorship
Niamh CarrollGuinness has created its biggest-ever global campaign to coincide with the debut of its Premier League sponsorship as it seeks to “reach across the globe” to speak to consumers at scale.
Challenger brands are beating Olympic sponsors at their own game
Helen JamesWith the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
Coca-Cola creative strategy lead: Consistency is our ‘secret recipe’
Niamh CarrollCoca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
‘Sustainable hype’: One CMO’s playbook for sports sponsorships
Molly InnesJoining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
‘Like putting on a wedding for 50,000 people’: Wimbledon’s marketing boss on going global
Matthew ValentineAttracting new, younger global audiences from different demographics is a priority for the tennis championship, explains marketing director Usama Al-Qassab.
Brands focusing on ‘social’ media are making us more antisocial
Andrew TenzerDespite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
‘Awareness is critical’: Inside Cathay Pacific’s ‘always on’ brand push
Ellen HammettThe Asian airline is investing in marketing again as part of its longer-term mission to boost awareness and consideration post-Covid.
Guinness becomes official beer of the Premier League
Niamh CarrollLong associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Roblox on its vision for ‘blurring the lines’ between digital and physical
Josh StephensonDespite its rampant growth and huge popularity among Gen Z, Roblox is yet to make a profit, something it is looking to remedy by diversifying its revenue streams.
Ikea builds employer brand in Roblox to attract ‘new generation’ of workers
Josh StephensonThe furniture company is taking a novel approach to attracting new talent to its organisation.
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