How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
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The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
Appreciation of the design process should permeate an entire organisation, not just its in-house creative team.
KFC’s UK general manager Meghan Farren says she is thankful to have “fresh eyes” on the business, having left her CMO position in 2021 to join Asda as chief customer officer, only to return a year later in her current role.
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
The desire to broaden his skill set beyond communications and take ownership over customer experience and innovation in the long term has led former marketing boss Chris Carter out of the marketing department entirely.
Brands are now expected to deal with personal data on the individual’s terms, which means they need to adapt their digital marketing approach, but this also creates an opportunity to reappraise the role digital can play.
Loyalty programmes have moved up the agenda for many businesses over the past year, with this ‘loyalty surge’ also fuelling a boom in a new type of advertising – retail media. So what’s next?
On a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
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 marketers’ rising influence to P&G’s recession strategy, it’s been a busy week. Here is my take.
We take a look at how brands can reap the benefits of the metaverse while managing the possible risks.
The majority of marketers feel confident in their ability to influence change, according to our 2023 Career and Salary Survey. But there is still a gap between B2B and B2C when it comes to businesses understanding of marketing’s role.
Determined to cement its status as a “social media pirate”, Aldi borrowed from the high fashion playbook to ensure its fashion line sold out in four hours.
Live music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.