How Aldi reached millions to achieve social media fame
Marketing Week ReportersFrom a spat with M&S over its Cuthbert cake to launching clothing on TikTok, Aldi notched up almost 2 billion impressions during its three-year social push.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Inside Asos’s plan to ‘rebuild’ its brand affinity and marketing team
Molly InnesAsos’s top marketer on how he got the Asos board to buy-in to a £30m brand investment, how he is rebuilding the business’s marketing team and why marketing is well placed to get Asos back on track.
How embracing marketing bolstered the fortunes of a heritage law firm
Josh StephensonAddleshaw Goddard didn’t see the value in marketing for nearly 250 years – that was until a new team convinced senior leadership on the power of brand building and creativity to secure results.
How ITV drove a 129% streaming subscription uplift
Marketing Week ReportersWhile the wider sector faltered following a post-Covid viewership crunch, ITV dug deep to invest £165m in the launch of streaming service ITVX.
How the Bee Gees and five hedgehogs made UK roads the safest in Europe
Josh StephensonA departure from the doom-and-gloom public safety adverts of the time, the COI’s road safety hedgehogs were a friendlier alternative that boosted awareness of the green cross code among children by 87% and helped improve road safety across the UK.
Superdrug on ‘shaking up’ the health and beauty loyalty market
Josh StephensonSuperdrug’s Matt Walburn on why its VIP Rewards scheme will entice customers to use its app and why the brand prefers digital channels for marcomms.
How a tie-up with Absolut helped Heinz turbocharge sales by 50%
Marketing Week ReportersA sellout collaboration with vodka brand Absolut saw pasta sauce overtake ketchup as Heinz’s top selling product.
Boots CMO Pete Markey on ‘bottling the magic’ to turn a brand around
Josh StephensonMarketing Week’s Marketer of the Year on why he wasn’t overawed by the challenge of revamping Boots, key lessons from his career in marketing and his Take That moment.
‘Pretty shocking’: What’s happening with junior marketer salaries?
Molly InnesSalaries at the junior end of the spectrum have increased, suggest marketing recruiters, however 2023’s uncertain job market, off the back of a strong 2022, has caused big problems for job-seeking marketers.
Launching Gen Z cult brands to new markets – how to get it right
Tom StoneWhen launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important.
Differentiation and representation: The strategy behind Gay Times’ US expansion
Chris SutcliffeGay Times celebrates its 40th anniversary next year. But with a push into the US and a holistic rebrand, how is it marketing itself to new consumers and brand partners?
A new era for digital advertising beckons
Bryan ScottThe phase-out of third-party cookies is finally set to be complete next year. Here are three ways digital advertising will adapt and improve as a result.
Is focusing on brand the key to uncorking growth in the wine category?
Niamh CarrollOnly 13% of wine consumers say returning to a brand they had bought before was an essential criteria in their purchase decision. In a category which lacks instantly recognisable names, a push towards brand could drive a stronger wine market.
‘Try before you buy’: Why are brands increasingly hiring marketers in contract roles?
Molly InnesOne recruitment firm has seen a 59% increase in contract roles this year, but the reasons for marketers stepping into interim positions vary.
Four things we learned at the Festival of Marketing 2023
Marketing Week PartnerA roundup of some of the key insights from our partners at this year’s Festival.