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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 Next’s CEO swapping investment for spend when talking about marketing to Kraft Heinz’s top marketers asserting that ownership of all four Ps is the only way to “solve big challenges”, it’s been a busy week.
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WEBExplore Marketing Week. All the latest marketing news, including updates on big brand campaigns, daily round-ups and killer stats.
Latest Articles - Marketing Week
WEBThe latest articles from Marketing Week. In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.
Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
WEBJan 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 …
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 ...
The best marketing campaigns of 2022: Part 1
WEBDec 6, 2022 · But rather than shy away from the challenge, Boots attacked it head on, with ‘Summer Better Be Ready’ becoming its biggest summer push to date. Indeed, the marketing budget for the brand’s 2022 summer drive was 20% higher than 2021’s ‘Feel Good as New’ campaign. It was also the first campaign …
How McDonald’s made marketing its centre for growth
WEBBy Lucy Tesseras 5 Jul 2023. McDonald’s CEO has hailed marketing a key “driver of growth” for the business, asserting that the strength of the brand is intrinsically linked to the success of the overall company. Indeed, marketing is now a core pillar of the fast food giant’s long-term business strategy, ‘Accelerating the Arches ...
How Mastercard’s ‘Priceless’ campaign became part of the brand …
WEBSep 19, 2019 · In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later. By Sarah Vizard 19 Sep 2019. Mastercard baseball commercial.
Coca-Cola crowned this year’s most effective Christmas ad
WEBDec 3, 2020 · Coca-Cola’s two Christmas ads – ‘Holidays Are Coming’ and ‘The Letter’ – have been crowned this year’s most effective advertising in a year when nostalgia and tugging at the heartstrings has won for many brands. Coca-Cola’s Holidays Are Coming was the top-performing ad in seven out of 10 key measures, according to data shared ...
The winning straplines that stand the test of time - Marketing Week
WEBJun 24, 2014 · Car rental brand Avis is resurrecting its famous 1960s ‘We try harder’ strapline for its first above-the-line campaign for almost 50 years. So what is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age? By Lucy Tesseras 24 Jun 2014.
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