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WEBOne B2B brand on adopting B2C tactics to drive awareness. All the latest marketing news, including updates on big brand campaigns, daily round-ups and killer stats.
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WEBCX50: The UK’s top customer experience professionals. Sponsored by Publicis Media. Marketing Week offers the latest marketing news, opinion, trends, jobs and challenges facing the marketing industry.
Latest Articles - Marketing Week
WEB4 days ago · At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week.
How Aldi’s ‘Free Cuthbert’ campaign won the supermarket …
WEBWhen Marks & Spencer launched legal action against Aldi over a claim it infringed a trademark on its Colin the Caterpillar Cake, Aldi worked quickly to take control of the narrative. Rather than focusing on winning against M&S in the High Court, Aldi wanted to win the court of public opinion. Sticking to its ‘lovable disrupter’ brand ...
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 …
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 ...
What does it mean to be a disruptor? - Marketing Week
WEBSep 28, 2016 · Being disruptive is about changing the game.”. For Stephen Rapoport, founder of coffee subscription service Pact, being disruptive means looking at an industry and forging a new way that gives you an advantage over the current players. “For Pact disruption means taking a look at existing coffee brands and …
How Budweiser’s ‘Whassup?’ ushered in the era of viral ads
WEBJan 24, 2020 · Budweiser’s ‘Whassup?’ ads weren’t just part of a hugely successful campaign, they also helped usher in a new age of viral hits and the arrival of urban culture in the advertising mainstream. By Matt Barker 24 Jan 2020. Vinny Warren wanted a hit. More than that, he really wanted a good old-fashioned catchphrase hit. A …
Introducing Marketing Week’s Festival of Marketing
WEBJul 14, 2022 · The Festival of Marketing is returning in October with a new name that aligns it more closely with Marketing Week, and a fresh commitment to help increase marketing’s impact and influence. Marketing Week’s Festival of Marketing will take place in-person on 6 October, at a brand new, soon-to-be-announced Central London location.
How Mastercard’s ‘Priceless’ campaign became part of the brand …
WEBSep 19, 2019 · In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later. By Sarah Vizard 19 Sep 2019. Mastercard baseball commercial.
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