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WEBRitson’s 10-step guide to ‘stand on the shoulders’ of advertising effectiveness giants. Niamh Carroll. We’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing. 3 Oct ...
Latest Articles - Marketing Week
WEBThe Week in Tech: Google at breaking point, Snapchat and a Roblox qualification. Josh Stephenson. Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions. Subscriber Exclusive Subscriber Exclusive.
The best marketing campaigns of 2023: Part 1
WEBDec 4, 2023 · The movie broke box office records for the highest opening weekend of 2023, estimated to be £293m worldwide. It is also the highest grossing movie of the year (so far), with global sales passing $1.4bn. It’s had a major impact on cinema advertising too. While not exclusively down to Barbie, AA/Warc data suggests cinema advertising is ...
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 but changed its philosophy to …
How TUI’s marketing team ‘futureproofed’ the brand
WEBThe team set out to define the brand’s purpose and strategy – futureproofing it for least five years – launch a global ad campaign, modernise the brand identity and drive traffic, all while keeping spend to a minimum. TUI developed its brand strategy in-house, broadening the appeal with an emotionally resonant purpose to create ‘the ...
Festival of Marketing London October 2024
WEBThe Festival of Marketing 2024 is officially wrapped. A huge thank you to everyone who attended the sell-out event and made it such a success! For those who couldn’t join us, don’t worry – we’ll be back next year with even more exciting sessions and opportunities. Be sure to keep an eye out for updates and early bird announcements!
Coca-Cola takes ‘One Brand’ marketing strategy global with ‘Taste …
WEBJan 19, 2016 · The ‘One Brand’ strategy, which brings its four product variants – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under the Coca-Cola master brand instead of being marketed as separate products, was first launched in the UK market back in March. Coca-Cola is now expanding the marketing strategy globally after what CMO …
‘You can’t cheat the fundamentals’: Why Prime has been reduced …
WEBApr 12, 2024 · Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”. “You can’t cheat the fundamentals. You can cheat maybe for a short time as they have, but long term, you can’t cheat the fundamentals,” Evans says.
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 ...
Top ten Nike ‘Just Do It’ ads - Marketing Week
WEBAug 22, 2013 · 2004 – “Do Anything”. Nike flexed its creative muscles in 2004 with the “Do Anything” ad by imagining what would happen if top ambassadors at the time such as Serena Williams and Andre Agassi competed in different sports such as gymnastics and baseball. 2006 – Maria Sharapova “Pretty”. In 2006 Maria Sharapova was taking the ...