Coca-Cola, KFC, Under Armour: Marketing Week’s biggest news stories of 2020
Matt BarkerIn a year of disruption and chaos, themes around engagement and purpose grabbed marketers’ attention.
Google on its mission to keep a million businesses open in 2021
Matt BarkerGoogle wants to start a national conversation about the British public’s love for all things local, as it looks to revive the UK high street and tap into trends within wider culture.
How Spotify’s Wrapped campaign found the joy in 2020
Matt BarkerSpotify’s Olga Puzanova explains why this year’s Wrapped campaign was a thank you note to the musicians and creatives behind the brand’s ever-growing audio content.
Giffgaff’s CEO on why marketers need to be comfortable ‘in the driving seat’
Matt BarkerThe mobile network’s CEO explains why marketers have never had a better opportunity to make themselves indispensable and warns of the dangers of perfect data.
‘Humanise the data’: Why market research is having a digital reboot
Matt BarkerCovid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
Market research spend slumps as shift to digital and Covid hit
Matt BarkerWith the coronavirus crisis causing marketers to pull back even further on market research expenditure, how can the sector rebound and stay relevant?
3 questions I wish I’d asked as a junior marketer: Very’s Carly O’Brien
Matt BarkerConnecting with new people and discovering fresh ideas is very much at the heart of Very Group CMO Carly O’Brien’s marketing philosophy, as is learning to strike the right balance between daily concerns and the long-term picture.
This Christmas brands are spreading a message beyond festive cheer
Matt BarkerThe 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
‘We’ve given the world a megaphone’: TikTok on carving out a place in culture
Matt BarkerTikTok is the favoured online happy place for millions of global users, one that celebrates self-expression and individuality, where the default setting is always to be positive, active and just a bit silly. Now, as it turns increasingly to more serious matters, will brands finally find a way to join in?
M&S Food on its Christmas campaign: Customers told us they don’t want fairy tales
Matt BarkerM&S Food marketing director Sharry Cramond explains why lessons learned under lockdown influenced this year’s Christmas ads.
Why ‘buy now, pay later’ brands want to wean shoppers off the ‘credit card drug’
Matt BarkerThe growing popularity of ‘buy now, pay later’ brands suggests a disconnect between younger consumers and traditional credit card providers. As we move into an increasingly cashless society, is the concept set to become part of the mainstream shopping experience?
Alarm bells ring after consumer expectations for 2021 take a dive
Matt BarkerThis month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Marketing budgets slump again as UK enters second Covid wave
Matt BarkerThe latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.
Peloton’s marketing boss on learning the language of global business
Matt BarkerFrom flourishing in the world of gaming to changing the face of fitness, Marian Holties has always been up for chasing the next challenge and learning the nuances of each new market as she goes.
How social media helped save the i newspaper from a premature pulping
Matt BarkerLaunched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.