Marketing News | Marketing Week
M&S, Warner Bros. Discovery and Lidl win big at the Marketing Week Awards. Congratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Warner Bros. Discovery, Brand of the Year M&S and PwC CMO Antonia Wade, who is Marketer of the Year.
Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
Jan 23, 2013 · Case study: Patagonia’s ‘Don’t buy this jacket’ campaign. Outdoor clothing manufacturer Patagonia was founded by climbing enthusiast Yvon Chouinard in 1973 and is using a marketing strategy which could be thought of as being part nudge, part shock tactics. The company initially made climbing equipment but changed its philosophy to focus ...
The best marketing campaigns of 2023: Part 1
Dec 4, 2023 · Barbie. 2023 was the year everything turned pink. Barbie became one of the most hyped movies of all time, with anticipation building for months ahead of its release in July thanks to what has to be one of the most joined-up and concerted marketing efforts for a film in recent years. Leaning heavily on its distinctive brand assets – namely the ...
How TUI’s marketing team ‘futureproofed’ the brand
The 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 ...
The future of digital advertising: Four key trends shaping 2024
Nov 24, 2023 · In 2024, global ad spend is forecast to rise 8.2% to reach $1trn (£788bn), and in the UK, the ad market will grow by 4% to a value of £37.1bn. According to eMarketer, retail brands spent the most on digital advertising in the UK in 2023, followed by FMCG. Despite travel seeing the least investment, digital ad spending targeting travellers in ...
Motorway CFO: Marketing needs to give finance ‘a reason to believe’
Oct 10, 2024 · Marketers need to give finance “a reason to believe” in the function, argues Motorway chief financial officer Liz Kistruck. Kistruck was speaking alongside econometrician and Magic Numbers founder Dr Grace Kite at the IPA Effectiveness Conference 2024 yesterday (9 October) about the need to have empathy for the finance team, particularly in the context of budget season.
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Marketing Week | marketing news, opinion, trends and jobs
Diversifying marketing and M&S’s triumph: Your Marketing Week. At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From M&S scooping Brand of the Year at the Marketing Week Awards to B2B marketers facing pressure to deliver leads, it’s been a busy week. Here is my take.
Cadbury grew brand value by almost half between 2022 and 2023
Aug 22, 2023 · Cadbury grew its brand value by almost half (47.6%) between 2022 and 2023, to enter the top 20 most valuable food brands globally. In 2023, Cadbury’s brand value is $3.83bn (£2.99bn), compared to $2.60bn (£2.03bn) in 2022, according to a new report into the world’s most valuable food and non-alcoholic drink brands from Brand Finance.
Four big strategic mistakes Nike needs to reverse
Sep 23, 2024 · Ultimately, four big mistakes saw off John Donahoe. He did not invest enough in product; he forgot to balance short-term performance with enough long-term brand building; he needed omnichannel distribution; and he should have realised Covid was a bubble and not the start of a new era. All obvious errors.