The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
NatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
Virgin Media has made a number of changes internally in an attempt to reduce its disability employment gap but admits it still has a job to do to tackle the perceived stigma around disability.
Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
From augmented reality mannequins to ultra-customisation, the parent company of Vans and Timberland wants to prove big corporations can embrace change fast and stay relevant in a volatile retail landscape.
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
Marketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers.
Birds Eye has overhauled its marketing strategy to put a greater focus on creativity, a move that is already having an impact on its performance and how it views investment in creativity.
Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Marketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
A year ago, Direct Line realised its marketing output wasn’t matching the diversity of its workforce or customer base and it has since been trying to fix that.
Hull’s campaign to support its year as UK City of Culture created a renewed sense of community among locals and helped people in the UK and beyond reassess how they view the city.