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?
Why marketers must understand design better
Marketing Week PartnerAppreciation of the design process should permeate an entire organisation, not just its in-house creative team.
KFC’s Meg Farren: Marketing is a ‘brilliant training ground’ to lead a business
Niamh CarrollKFC’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.
How ABM gave Verizon a strategy for its new ‘growth engine’
Marketing Week PartnerWith a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
Specsavers’ former marketing director on making a career switch to get ‘beyond’ marcomms
Michaela JeffersonThe 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.
How data privacy gives digital marketing a new purpose
Marketing Week PartnerBrands 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.
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Don’t listen to the industry sages, they’re not your ad’s target
Mark RitsonAdvertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
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Brand diagnosis is the brand manager’s first job, so prioritise it
Mark RitsonMarketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
The worst thing you can do is freeze: A guide to making marketing plans in recession
Grace KiteEconomists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.
Why the brand that saved Christmas lost some of its sparkle
Jon EvansAfter John Lewis revealed last week it would be parting ways with long-term agency partner adam&eveDDB, System1’s Jon Evans looks at what the retailer’s new agency can learn from the successes and failures of more than a decade of festive ads.
Marketers, give the 4Ps a chance
Gareth TurnerFar from being an outdated concept, the 4Ps are a fundamental tool for modern marketers and if you want to turbocharge your activity – combine them.
Customer, creativity, cost management: What every marketer should refocus on in challenging times
Secret MarketerFocusing on the 3Cs of customer, creativity and cost management will help marketers navigate the stormy waters ahead.
How a sellout product got retailers to reconsider Heinz Big Soup
Marketing Week ReportersOn 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.
Aldi on copying the haute couture marketing playbook
Marketing Week ReportersDetermined 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.
How CX helps Starling Bank attract a new customer every 39 seconds
Marketing Week ReportersFrom escape room-style selection day challenges to recruiting from beyond banking, Starling Bank believes investing in customer service gives the brand the cutting edge.
How Guinness became Britain’s most popular pint
Mark RitsonGuinness is the rare example of a brand with solid foundations in its product and brand assets, whose full potential is realised by brilliant marketers.
How BT Sport used data to tackle the unseen side of online hate
Marketing Week ReportersReflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
Why Channel 4 revived 90s icon Smash Hits magazine
Marketing Week ReportersTo ensure its comedy hit Derry Girls went out with a bang, Channel 4 masterminded the return of iconic music mag Smash Hits to take fans back to the 90s.
How On the Beach’s cheeky plan helped it compete with the package holiday giants
Marketing Week ReportersKeen to avoid the “PPC slug-fest”, On the Beach developed a TV campaign to subvert Christmas ad season and reflect Britain’s unashamed love of a package holiday.
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