In-depth features, interviews and insights into marketing’s biggest issues.
While any mass return to offices nationwide has been put firmly on the backburner, Giffgaff has much to learn from the phased approach it adopted to getting some employees back to their desks over the summer.
Huge competition and a disrupted sales cycle mean this year’s Cyber Weekend presents a unique challenge to marketers and retailers.
Confident brand safety will not be an issue on its platform, Reddit is branching out to the UK in a bid to serve its second biggest market.
Managing proofs and approvals via email is a recipe for confusion – brands need to be systematic in the processes for their marketing assets.
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
Brands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
Marketing Week reveals the top 10 FMCG marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
With a new brand identity rolling out nationwide and a tie-up with Clubcard Plus already underway, Tesco Mobile CMO Rachel Swift believes bringing the business closer to the wider Tesco family is a savvy way to standout.
Greggs used the element of surprise for its first foray into vegan products. The follow-up required a different strategy.