Steven Levitt on the ‘Freakonomics’ of connecting with consumers
Steven Levitt, the author of Freakonomics, talks to Marketing Week about the role of data in driving decision making and measuring the value of brand.
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Consistent branding: Don’t mess with it
Mindi ChahalSticking with a strong story pays off for the likes of Nike, even in a multi-channel market.
Luxury brands ‘afraid’ of digital and social
Rosie BakerLuxury brands are “afraid” of digital and social marketing because opening up information about brands to a much wider audience flies in the face of the exclusive nature of luxury brands, according to Markus Kramer, Aston Martin marketing director.
Asda appoints marketing director amid restructure
Rosie BakerAsda has appointed Chris McDonough, former Molson Coors managing director and Muller marketer as marketing director as part of a restructure of its marketing team.
The Week in Tech: Apple looks set to fold and less RAM for your buck
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘You can’t keep fishing in the same pond’: How Primark’s first TV ad ‘changed the conversation’
Grace GollaschPrimark’s first TV campaign delivered record ad awareness, double-digit denim sales growth and helped shift quality perceptions.
Beyond ROI: Why marketing needs risk metrics
Sam DiasMarketers can borrow a framework from finance to help maximise returns while managing risk by adapting the maths, tweaking the assumptions, and applying it to marketing portfolios.
‘Strategic bullseye’: Inside Paddy Power’s quest to be an entertainment brand
Grace GollaschFresh from recruiting Rob Lowe and Danny Dyer for its World Cup campaign, Paddy Power is on a mission to become the “number one talked about brand”.