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.
Case Studies
The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
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.
How humour and mainstream appeal helped ITV become marketing team of the year
Matthew ValentineWith a focus on reflecting and shaping UK culture in everything it does, ITV has addressed questions about its content and achieved its aim of being about ‘More than TV’.
How Cheryl Hole helped Virgin Media keep hold of its customers
Matthew ValentineVirgin Media developed a ‘brand generosity’ campaign to retain customers that normally leave in the New Year.
How Tesco won back nervous shoppers with a dose of nostalgia
Matthew ValentineTesco decided a dose of nostalgia would be healthy for shoppers worried about Brexit.
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 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.