Marketing Week | marketing news, opinion, trends and jobs
WEBMarketing Week offers the latest marketing news, opinion, trends, jobs and challenges facing the marketing industry.
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 …
Marketing News | Marketing Week
WEBLatest Marketing News. The news that matters, including the latest brand developments, people stories, trends and data. All the latest marketing news, including updates on big brand campaigns, daily round-ups and killer stats.
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 ...
Why Carlsberg is bringing back ‘If Carlsberg did’ after four years
WEBFeb 16, 2015 · The campaign is an effort to encourage consumers to produce their own ‘If Carlsberg did’ content, which Solomon says is something they have done in the past but will grasp even more easily in today’s world. “‘If Carlsberg did’ has become a meme in its own right, and we want to utilise that,” he says. It is also an effort for the ...
What is programmatic advertising? A beginner’s guide
WEBMar 27, 2017 · Defined by the Display Trading Council as the use of automation in buying and selling of media, programmatic can apply to anything from display to digital out-of-home and television. “Programmatic started off as a way of using up remnant inventory,” explains IAB UK senior programmers manager, Dee Frew. “It was a way of increasing the ...
The best marketing campaigns of 2022: Part 1
WEBDec 6, 2022 · But rather than shy away from the challenge, Boots attacked it head on, with ‘Summer Better Be Ready’ becoming its biggest summer push to date. Indeed, the marketing budget for the brand’s 2022 summer drive was 20% higher than 2021’s ‘Feel Good as New’ campaign. It was also the first campaign …
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
WEBOct 21, 2021 · Success over the past 12 months has been topped off by KFC winning the Marketing Week Masters 2021 Brand of the Year award, sponsored by The Independent, beating a shortlist boasting Asos, Channel 4, Tesco and Camelot. The award is testament to the team’s “amazing work, effort, energy and passion”, says CMO Jack Hinchliffe.
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 ...
How KFC accelerated revenue growth to over £1bn - Marketing …
WEBIn the space of five years KFC hit more than £1bn in revenue and grew market share by 38%. The fast-food chain improved quality perceptions (up 6.2 points), value (up 7.3 points) and the brand overall (up 8.7 points), attracting 15 million new customers. These results ensured KFC scooped the Marketing Week Award for Long Term Brand Building ...
Skip to content