The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
The 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.
From 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.
A 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.
The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
The car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
Taking consumers to hell sounds like a bad idea, but for online mortgage broker Habito double digit improvements in brand awareness suggests otherwise.
By looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.
McCain says its focus on diversity has had a real impact on the business, not just on brand perceptions but also its internal make-up.
Direct-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
HelloFresh believes it is in a strong position when it comes to consumer insight as it has direct relationships with its customers.
McDonald’s has increased restaurant visitor numbers in key cities after introducing a new approach to targeting audiences through outdoor advertising.
Marketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales.
Six months on from Gillette’s controversial ad, the brand’s CEO discusses the intense fallout and why taking a stand is a “necessity” to connect with younger consumers.
Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.
When the Department of Health launched its colourful Change4Life campaign in 2008, childhood obesity was at alarming levels. How has the campaign evolved over the past 10 years and has it really led to a change in attitudes and behaviour?