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.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
How ITV used content to get millions talking about mental health
Matthew ValentineMillions of people have thought more seriously about mental health thanks to one of the UK’s biggest broadcasters.
How BT Sport increased subs despite cutting marketing spend
Matthew ValentineBT Sport combined data with creativity, resulting in a 30% uplift in subscriptions.
How a data-led approach let BT Sport spread its message further
Matthew ValentineBT used AI to get to the heart of the nation’s conversation about football.
How BT Sport used AI to lead the nation’s chat around football
Matthew ValentineBT Sport changed its marketing strategy to reflect changes in the competitors it faced.
How Covonia predicted where coughs would strike to get the most from its marketing spend
Matthew ValentineCoughs and sneezes spread a marketing message for Covonia in a category-first campaign.
BBH deploys creativity in search of an unfair competitive advantage
Matthew ValentineBBH impressed the judges with the consistent application of its mission to achieve effectiveness through creativity, an approach which saw it named Marketing Week Masters Agency of the Year.
How Tesco got back on the front foot
Russell ParsonsTesco was the standout winner of Brand of the Year, collecting the most votes from our judges and topping a poll of Marketing Week readers.
ITV’s Rufus Radcliffe scoops marketer of the year prize
Russell ParsonsRadcliffe was the popular choice of a jury consisting of some of the UK’s most prominent marketing voices. He was selected from a shortlist of the highest rated marketers in the Marketing Week Top 100, sponsored by Salesforce.
How ITV got Britain talking about mental health and won over the marketing industry
Russell ParsonsThe winner of the brand purpose and content crowns was also named Grand Prix winner at the Marketing Week Masters.
‘Respect individuals but connect them to the bigger goal’: The key to a successful marketing team
Russell ParsonsThe Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
How Benefit used NPS to build the business case for brow tints
Charlotte RogersAfter introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
How The Guardian turned ’emotional desire’ into financial support
Charlotte RogersThe combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
How Channel 5 joined forces with the Spice Girls to build a TV brand
Charlotte RogersFrom getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
How Dixons Carphone overhauled its CRM programme
Ellen HammettA focus on people and quick wins has allowed the UK’s largest electronical retailer to move away from a discount-heavy strategy it believes would have killed the business within five years.