You can’t beat TikTok by becoming its clone
Mark RitsonOur marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
What ‘Bothism’ means for today’s marketer: Putting Mark Ritson’s theories into practice
MaryLou CostaMarketing Week columnist and founder of the Mini MBA in Marketing, Mark Ritson, debates his principles of ‘Bothism’ with Omnicom Media Group UK chief executive Dan Clays – as a marketer mindset, an approach to media and campaign planning, and a guide for producing creative that’s fit for purpose.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
How brands are thinking differently to find growth
Steve HemsleyBrands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
Why are brands turning to direct response amid Covid-19?
Ellen HammettMarketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?
YouTube ‘supports’ advertisers pulling spend amid brand safety concerns
Ellen HammettGoogle says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
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John Lewis, Sainsbury’s, Argos: The top Christmas YouTube ads
Erin LyonsFrom a boy dressed as a plug and an Elton John blockbuster, to a mischievous Christmas elf and an ad banned from television for being ‘too political’, we reveal YouTube’s most watched Christmas ads of 2018.
Dior, Apple, Nike: The top 10 YouTube ads in September
Erin LyonsDior’s ad featuring a sultry Jennifer Lawrence topped September’s list of the most popular YouTube ads, followed by Apple’s jam-packed ‘big news in 108 seconds’ and Fiat’s ad paying homage to a Hollywood classic.
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Unless you’re ahead of the consumer, you can’t be ahead of the competition
Helen EdwardsTo create long-term, sustainable growth, brands need to stay ahead of the game by creating products and services consumers don’t even know they need yet.
Ikea, P&G, Johnston Press: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.