The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
A change to the Google algorithm in 2019 had seen Tempcover drift down the search rankings. But an intelligent and in-depth overhaul of its approach to SEO changed its fortunes.
Samsung Electronics used its 8K technology to turn the near-disastrous cancellation of Notting Hill Carnival into a virtual success story.
A focus on people, process and technology allowed the government-owned bank to reduce accessibility issues by 96%.
After discovering a gender pension gap, Now: Pensions lobbied government to introduce changes, which could generate an additional £1.2bn in annual pension contributions and see an extra 2.5 million people access a workplace pension.
Highlighting how having ‘no fixed address’ can exclude people from society, HSBC teamed up with Shelter to tackle the financial exclusion faced by the homeless community.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
By tapping into the power of its masterbrand, Tesco Mobile went from overlooked brand to “customer champion” on track to exceed 15% consumer growth by 2025.
A combination of behavioural science and machine learning helped Wickes “shine a light” on the power of its customer data.
The home improvement retailer used machine learning to identify the missions and motivations of shoppers, tapping into behavioural science to appeal to consumers’ emotions.
When the pandemic hit, Transport for London had to supress demand and encourage people to stay at home rather than travel on its network.
Tackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.
After rigorous efforts to boost the efficiency of paid and organic search, Tesco Mobile identified big opportunities to reallocate budgets.
Scottish Water boosted trust in the brand by associating with issues that matter to consumers and adapting at pace to the challenges of the pandemic.
By drilling down into millions of customer data points on viewing habits, Sky changed perceptions on the value of the subscription service.
As a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.