In-depth features, interviews and insights into marketing’s biggest issues.
As Heineken partners up with Formula One in a bid to reach 250 million more consumers, the brand’s director of global Heineken sponsorships Hans Erik Tuijt explains why the brand is eager not to compete with local beer brands.
The annual Cannes Lions Festival kicks off in France at the weekend. It has always been about celebrating creativity but increasingly it is also shining a spotlight on issues in the industry ranging from diversity to mobile advertising, offering marketers the chance to embrace new ideas and learn from the best in the world.
Gaining audience trust was fundamental for The Guardian, last year’s Data Storytelling Awards Grand Prix winner, its director of consumer revenues Julia Porter explains why this triggered a strategy of balancing privacy with a compelling data-driven understanding of its customers.
Former Thomas Cook CEO Harriet Green is now at IBM, pushing its internet of things agenda and drawing on her background in marketing to lead the business through its next stage of growth
Twitter has introduced a new lower standard for the viewability of digital ads on its platform following requests from advertisers. The move comes despite widespread industry calls for 100% viewability and raises questions over it is really as effective as some marketers think.
In the first of a new series exploring the effectiveness of media channels, we explore radio, its strengths and the challenges it faces and what it needs to do to increase its appeal to marketers.
Camden Town Brewery is launching its first above the line campaign since AB InBev acquired the business in December last year. While the takeover news was met with widespread criticism within the craft community, the brand’s managing director Mark Turner insists the brand has remained independent.
With the UEFA European Championship 2016 kicking off today (10 June), brands including Carlsberg, Coca Cola, Betfred and The Sun tell Marketing Week why a mix of integrated digital campaigns and a tongue-in-cheek approach to advertising will be crucial to achieving cut through during the tournament.
The words ‘vulnerable consumer’ might conjure up pictures of an elderly person suffering from dementia but thinking around vulnerability is evolving and marketers must communicate in the right way or risk jeopardising valuable consumer relationships.
For most people, the experience of buying a car can be a long and laborious process. As research has shown, most people dislike dealerships and would definitely consider buying a vehicle online instead. Conveniently, the automotive industry has seen greater focus on digital channels and certainly an increase in creative ad campaigns over the past […]
Mark Ritson, our award-winning columnist, consultant and marketing professor, is never one to shy away from an opinion and he had plenty of those in his talk at Marketing Week Live. Ritson gave his view on the importance (or lack thereof) of eight marketing concepts: millennials, CSR, brand purpose, brand valuation, digital marketing, zero based budgets, targeting and TV advertising.
This year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
Vodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.