How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Marketing Week Masters awards 2021
This Much I Learned: Forest Holidays on crafting a ‘naturally driven’ team
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.
Why Tesco’s ‘No Naughty List’ hit the right note with consumers
Marketing Week ReportersWhile others retailers opted for a more sober approach to Christmas campaigns in 2020, Tesco chose humour and cheekiness.
How Toyota Yaris increased its market share to an all-time high
Marketing Week ReportersWith a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
How Chester Zoo turned its biggest challenge into a global campaign that raised millions
Marketing Week ReportersFaced with the threat of losing the majority of its annual visitor revenue due to the pandemic, Chester Zoo had to act quickly to ensure it could survive.
How Aldi’s ‘Free Cuthbert’ campaign won the supermarket caterpillar wars
Marketing Week ReportersA single tweet sparked a campaign that would become Aldi’s biggest news story and lead to protests outside Marks & Spencer.
How Cazoo disrupted the used car market
Marketing Week ReportersIn just over a year Cazoo has gone from being an unknown startup with a name associated with a musical instrument to an established player in the used car market.
How Budweiser flipped the script to become the world’s most-talked about drink
Marketing Week ReportersWhen everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.
Inside the Grand Prix winning Direct Line campaign that delivered against all measures
Michaela JeffersonDirect Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
‘Keep it simple’: Camelot’s Keith Moor on the secret to being an effective marketing leader
Lucy TesserasAs Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.
Ikea on why agency relationships need consistency to thrive
Matthew ValentineA decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
Charlotte RogersFive years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
KFC named Marketing Week Masters Brand of the Year
Charlotte RogersFrom celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
Camelot’s Keith Moor scoops Marketer of the Year award
Lucy TesserasThe Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
Revealed: Marketing Week Masters 2021 Brand of the Year shortlist
Marketing Week ReportersFive brands have been shortlisted for the 2021 Marketing Week Masters Brand of the Year, with the winner to be announced in October.