Being able to demonstrate the revenue-generating potential of any proposed spend is essential to convincing key stakeholders to invest in marketing, says Pinterest’s Grace MacDonald.
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
Three’s marketing director admits brand awareness is a “slow shift” as it continues to try and broaden its appeal beyond younger consumers.
The value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
Vodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
EE is now the flagship consumer brand for the BT Group, something which provided the impetus for it to go on a “journey” with the aim of redefining itself to consumers.
Sky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
The sharp decline in spend in the second half of 2022 coincided with social media companies such as Meta and Snap reporting declining demand from advertisers.
The success of retail experiences can’t be judged purely on the number of sales made, says Samsung UK’s marketing and omnichannel director Annika Bizon.
Marketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Marketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
The support of colleagues past and present has led Taj Alavi through a career of mammoth brands, including Instagram, Uber and Spotify.
Tesco Mobile has increased its customer base by more than 10% since launching the ‘Supermarket Mobile’ platform, but the brand’s chief customer officer Rachel Swift says there is still plenty of headroom to grow among Tesco customers as it launches its latest campaign.
Snap plans to reduce investments not directly connected to its strategic priorities, including cuts to its hardware and games products, and scrapping Snap Originals.