How New Zealand put itself on the map
Molly FlemingTourism New Zealand managed to shift the world’s perceptions of the country with just a small budget and sense of humour.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How The Guardian used planning, purpose and products to revive revenue
Matt Barker‘Marketing for a sustainable future for The Guardian’ was a three-year plan to turn around the troubled, though still much-loved, national newspaper.
How one brand used AI to reinvent the Tour de France
Charlotte RogersB2B data tech specialist NTT used the power of machine learning to reinvent the Tour de France for a new audience.
How Toyota AYGO found its personality and a younger audience
Ellen HammettForgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.
How Battersea Dogs & Cats Home put digital at the heart of its work
Molly FlemingBattersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
How the Royal Observatory reached a global audience with a ‘miniscule’ budget
Marketing Week ReportersUsing Facebook Live, the Royal Observatory in Greenwich managed to reach hundreds of thousands of people with a series of broadcasts of astronomical events direct from its telescopes on a “miniscule” budget of £550.
How Tesco reinforced its value message with Supermarket Sweep remake
Matthew ValentineBringing back a daytime TV favourite proved to be a winning strategy for Tesco.
How Huawei helped deaf children learn to read
Sarah VizardHuawei created an app, StorySign, that used sign language to help children learn to read and helped boost perceptions of the brand.
How the British Army’s ‘Snowflakes’ campaign achieved more with less
Russell ParsonsThe campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
How Greenpeace’s campaign helped make palm oil as toxic as plastic
Molly FlemingWhen Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.
Santander claims Ant and Dec campaign is boosting brand love
Molly FlemingAs it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
From medical product to lifestyle brand: How Tena tackled the stigma of incontinence
Matthew ValentineConsumer insights saw Tena shake up the market for incontinence products, helping it protect its position as the category leader.
How ITV’s connected approach shifted the conversation on mental health
Matthew ValentineA bid to offer ‘More than TV’ has seen one of Britain’s biggest broadcasters steer the national conversation towards mental health.
How Nationwide used humour to get UK consumers saving
Matthew ValentineNationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
How the Army achieved long-term brand building excellence
Matthew ValentineThe British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.