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Latest Articles - Marketing Week
WEBAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Octopus Energy’s CEO underlining the importance of marketing to the need to remove silos, it’s been a busy week.
The best marketing campaigns of 2021: Part 1
WEBNov 30, 2021 · The metric peaked at a score of 14.1 on 17 July. In the third quarter of 2021 – after six months running the campaign – Airbnb posted its highest ever profit, with net income up 280% year on year to $834m (£618m). Adjusted EBITDA broke the billion dollar barrier for the first time, as the business reached a “major milestone” of 1 ...
Seven principles of effective marketing communication
WEBOct 5, 2021 · So there it is: one unchanging piece of communications hardware, the brain, and seven unchanging principles of effective marketing communication that can get that hardware working for your brand: reach, attention, creativity, distinctiveness, consistency, emotion and motivation. The most effective communication has always and will always ...
Channel: Marketing Careers
WEBThe first piece in Marketing Week’s new series – Setting the agenda: Marketing’s role in driving sustainability – we debate whether responsibility for sustainability should be part of the marketing remit.
The best marketing campaigns of 2023: Part 1
WEBDec 4, 2023 · The movie broke box office records for the highest opening weekend of 2023, estimated to be £293m worldwide. It is also the highest grossing movie of the year (so far), with global sales passing $1.4bn. It’s had a major impact on cinema advertising too. While not exclusively down to Barbie, AA/Warc data suggests cinema advertising is ...
Marketing Week | marketing news, opinion, trends and jobs
WEBWelcome to IMGFUCK: Seven steps to kicking your price-promotion addiction. Mark Ritson. Marketing Week offers the latest marketing news, opinion, trends, jobs and challenges facing the marketing industry.
How TUI’s marketing team ‘futureproofed’ the brand
WEBThe team set out to define the brand’s purpose and strategy – futureproofing it for least five years – launch a global ad campaign, modernise the brand identity and drive traffic, all while keeping spend to a minimum. TUI developed its brand strategy in-house, broadening the appeal with an emotionally resonant purpose to create ‘the ...
Coca-Cola marketers add innovation to ‘primary focus’
WEBApr 25, 2022 · Coca-Cola had been restructuring its leadership team since August 2020 to better “capture growth in the fast-changing marketplace”. Innovation looks set to remain a key focus for the business going forward, despite the current inflationary environment. “We have a bias to invest [sic] behind our brands in marketing innovation,” said Quincey.
‘A new IBM’: How the tech giant simplified its marketing
WEBJun 7, 2022 · Watch on. “It’s a new IBM,” explains Jonathan Adashek. Having joined the company as chief communications officer in early 2020 from Renault-Nissan-Mitsubishi, Adashek has since added senior vice-president of marketing and communications to his title following the departure of IBM CMO Carla Piñeyro Sublett in February this year.