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O2’s marketing boss on why the time is right to move on from ‘Be more dog’
Sarah VizardO2 has overhauled its marketing strategy, getting rid of the popular ‘Be more dog’ campaign in favour of new ‘More for you’ messaging as it looks to reflect the growing demands of consumers who are at the forefront of changes in the mobile industry.
5 things that mattered this week
Rachel GeeWith Mondelez moving away from “interruptive ads”, Jack Wills coming under fire and Uber launching its first major outdoor ad campaign, here are some of this week’s biggest marketing stories.
Why brands must show off their expertise in store, not just focus on selling
Rachel GeePerformance Bicycle is the biggest speciality bike retailer in the US with more than 100 stores across 20 states. Yet it is looking to shake up the market with a new store concept that puts the service department front and centre of the shopping and brand experience.
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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