Why KFC censored half of its slogan
Marketing Week ReportersKFC ignored industry advice to play it safe amid Covid-19 and stuck to an approach that would pull on its brand story.
In-depth features, interviews and insights into marketing’s biggest issues.
KFC ignored industry advice to play it safe amid Covid-19 and stuck to an approach that would pull on its brand story.
Octopus Energy used art to inspire people to take action on climate change resulting in an additional 37,000 new customers.
The marketing team spotted a crucial opportunity at the start of the pandemic that helped the business deliver record commercial return within a year.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Gousto swapping category awareness for brand growth to the need for B2B marketers to focus on brand building, it’s been a busy week. Here’s my take.
The home for Marketing Week’s analysis of the primary attributes that make a Top 100 Most Effective Marketer – strategy and leadership.
Extensive market research led the British Army to shift its focus to overcoming failure as it looks to implement new econometric measures to assess performance.
MyTenNights, which automates donations during Ramadan, cut through charity chatter with a donor-centric campaign resulting in a 153% rise in donations.
As brands face up to the realisation of the new normal, what do marketers need to do to ensure they can deliver a better experience in a post-Covid world.
Increased online shopping and a more competitive ecommerce sector mean brands and retailers can’t afford for their product listings to lack detail.
Maintaining a healthy brand reputation and protecting brand safety should be top priorities for any business, but to stay ahead of the dangers marketers need to be on the front foot.
Ditching its highly successful ‘Fixer’ campaign for a new creative approach was a risk that Direct Line did not expect to pay off as quickly as it did.
With changes on several fronts limiting how brands identify and target individuals, marketers must equip themselves with the key knowledge needed to prepare for a world where privacy is presumed.
From streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
Faced with a brand that was fast losing sales and relevance, Camelot devised a strategy to reclaim the role of The National Lottery in people’s lives.
Getting over the illusion of the perfect data set and learning to appreciate your impact as an individual are key lessons for any aspiring marketer, says Aviva brand boss Raj Kumar.