Analysis

In-depth features, interviews and insights into marketing’s biggest issues.

Carbon Trust pushes for a change in the business climate

Marketing Week

In the same week that the Government announced the findings of its Energy Review, government-funded quango the Carbon Trust kicked off a &£50m statutory review of its marketing and communications strategy (MW last week). The pitch will encompass all marketing and communications, from media planning and buying to call centre services and media relations until […]

Newspapers battle with the blogging bug

Marketing Week

He might be the subject of the first high-profile political story in the UK to be driven by bloggers but John Prescott is pleading ignorance. In an interview last week the Deputy Prime Minister said: “I think it’s called the internet or blogs

Ruling corporate fiefdoms

Marketing Week

The restructure of marketing at BT that has unfolded over the past fortnight highlights the company’s attempts to create a coherent brand message for the sprawling telecoms giant’s various activities. Creating a centralised system for communications in large businesses where profit responsibilities are spread across different business units is a complex task. It takes a […]

Does home have to be where the heartland is?

Marketing Week

Warburtons, the Lancashire-based baker, is one of an increasing number of regional “superbrands” looking to move beyond their heartland into new territories. Warburtons has put its £5m media account up for pitch and is seeking to develop a nat

Why Ford needs Mazda’s zoom zoom

Marketing Week

Ford’s decision to poach Mazda’s European marketing chief Steve Cootes to run Land Rover in Europe (MW last week) is further evidence of the respect the car giant has for the management team that has masterminded the turnaround of its Japanese

Media Steps trips up in the outdoor arena

Marketing Week

Media Steps, an outdoor media specialist set up to sell ad space on stairways in train stations and sports stadia around the UK, has sold its business for £1 this week after putting up the “for sale” sign (MW last week). It listed on the stock

Can ITV stem the digital tide?

Marketing Week

When ITV held a series of presentations for analysts and the media last week, an uncharacteristic display of contrition was as much on the menu as its bold vision of the future. The broadcaster was capitalising on what it sees to be a shift in sympathy regarding contracts rights renewal (CRR), the mechanism that prevents […]

Putting a sponsorship spin on tennis

Marketing Week

The Lawn Tennis Association (LTA) head of marketing Sara Acworth’s departure (MW last week) is the latest in a string of resignations and firings since chief executive Roger Draper took the reins earlier this year. Draper is tasked with turnin

Diet food sector needs to address health issue

Marketing Week

Nestlé has become the latest multinational to take a bite out of the diet food market by acquiring US brand Jenny Craig for $600m (£324m). Meanwhile, WeightWatchers is preparing a marketing blitz after handing its £2m advertising account to Vallance Carruthers Coleman Priest (VCCP) (MW last week). Established brands such as Slim Fast and WeightWatchers, […]

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