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Marketers feel ‘left in the dark and unprepared’ for a potential Brexit
Leonie RoderickMany marketers feel uninformed and ill-prepared for a potential fall-out from this month’s EU referendum, new research says.
Secret Marketer: Direct communication is key if you want to build real fans rather than fake likes
David CoveneyBrands need to keep customer relationships real with direct communication; it’s the golden route to word-of-mouth marketing.
Why transparency in data is key to building trust
Maeve HoseaGaining 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.
Customer focus and place: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
Robinsons unveils first major rebrand in a decade to kick off fresh marketing push
Michaela JeffersonA “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
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.
What marketers are doing to ensure ‘place’ is part of their remit
Matthew ValentineAs 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?
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