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Latest Articles - Marketing Week
WEBAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Octopus Energy’s CEO underlining the importance of marketing to the need to remove silos, it’s been a busy week.
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 ...
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 ...
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’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.
The best marketing campaigns of 2021: Part 1
WEBNov 30, 2021 · The metric peaked at a score of 14.1 on 17 July. In the third quarter of 2021 – after six months running the campaign – Airbnb posted its highest ever profit, with net income up 280% year on year to $834m (£618m). Adjusted EBITDA broke the billion dollar barrier for the first time, as the business reached a “major milestone” of 1 ...
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 …
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 ...
Coca-Cola marketers add innovation to ‘primary focus’
WEBApr 25, 2022 · The innovation drive saw Coca-Cola launch Starlight, a limited-edition “space Coke” which imagines how outer space might taste. Today, the company said its global marketing leaders now “primarily focus on innovation as well as marketing efficiency and effectiveness”. Coca-Cola had been restructuring its leadership team since August 2020 ...