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The 10 reasons Marks & Spencer is the Brand of the Year. Mark Ritson. To celebrate the retailer being recognised as Marketing Week’s Brand of the Year, our branding columnist writes about its remarkable five-year transformation. This is not just a marketing column, it is a Marks & Spencer marketing column.
Seven principles of effective marketing communication
2021年10月5日 · 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
2023年12月4日 · 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 ...
What is programmatic advertising? A beginner’s guide
2017年3月27日 · Finding your way through the jargon is the first step to understanding exactly what programmatic is. 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 ...
How Tesco’s customer focus enabled it to be ‘faster, quicker and …
2021年1月21日 · The supermarket’s UK CEO and chief customer officer share how putting consumers at the heart of what it does enabled Tesco to adapt at speed during the pandemic. By Marketing Week Reporters 21 Jan 2021. It’s no secret that Tesco had a shocker of a year in 2014, but it’s how the supermarket bounced back and then continued to thrive that ...
Revealed: The UK’s top 75 most valuable brands - Marketing Week
2021年9月29日 · The rest of the top 10 is made up of Lipton ($10.7bn), Sky ($10.6bn), BP ($10.5bn), BT (£10.5bn), Johnnie Walker ($8.3bn) and Dove ($7.3bn). “There’s no doubt that in our global top 100 we are seeing fewer UK brands present – Vodafone is now the sole UK brand represented in the global list,” Guerrieria says. “But that’s not to say ...
How Mastercard’s ‘Priceless’ campaign became part of the brand …
2019年9月19日 · 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. “There are some things money ...
Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
2013年1月23日 · 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 focus ...
Top ten Nike ‘Just Do It’ ads - Marketing Week
2013年8月22日 · As the company celebrates the 25th anniversary of its famous slogan, Marketing Week picks out ten of the most memorable ads it has graced during that time. By Seb Joseph 22 Aug 2013. 1988 – Walt Stack. Первый ролик Nike Just do it, 1988. If playback doesn't begin shortly, try restarting your device.