How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
Pinterest’s B2B marketing lead: ‘Following the money’ is key to making the case for investment
Niamh CarrollBeing able to demonstrate the revenue-generating potential of any proposed spend is essential to convincing key stakeholders to invest in marketing, says Pinterest’s Grace MacDonald.
Pinterest’s CMO: Marketers should not change their ratio of spend when budgets are cut
Lucy TesserasThe social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
How Three plans to grow its brand ahead of Vodafone merger
Molly InnesThree’s marketing director admits brand awareness is a “slow shift” as it continues to try and broaden its appeal beyond younger consumers.
Google’s VP of marketing: ‘Qual is more important today than ever’
Lucy TesserasThe value of some types of qualitative research have come into question over the years but in a sea of quantitative data, Google’s Yonca Dervisoglu urges marketers not to overlook its importance.
Vodafone’s Voxi doubles down on demographic based targeting
Rachel LawlerVodafone’s youth focused brand has launched a campaign aimed squarely at Gen Z, shifting its focus away from millennials as it looks to better reflect today’s young consumers.
EE on its ambition to build a ‘new’ brand
Niamh CarrollEE is now the flagship consumer brand for the BT Group, something which provided the impetus for it to go on a “journey” with the aim of redefining itself to consumers.
Sky on how it plans to disrupt a ‘grudge purchase’ market
Josh StephensonSky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
Social media ad spend drops for the first time
Niamh CarrollThe sharp decline in spend in the second half of 2022 coincided with social media companies such as Meta and Snap reporting declining demand from advertisers.
Samsung on dialling up its ‘immersive’ focus for post-pandemic retail
Niamh CarrollThe success of retail experiences can’t be judged purely on the number of sales made, says Samsung UK’s marketing and omnichannel director Annika Bizon.
Marketing Week Top 100 2023: The top marketers in media, telecoms and entertainment
Lucy TesserasMarketing Week reveals the top 10 marketers in media, telecoms and entertainment, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Marketing Week Top 100 2023: The top marketers in consumer tech, automotive and manufacturing
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
Marketing Week Top 100 2022: The top marketers in media and telecoms
Lucy TesserasMarketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Marketing Week Top 100 2022: The top marketers in consumer goods, tech and automotive
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.