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Ritson’s 10-step guide to ‘stand on the shoulders’ of advertising effectiveness giants. Niamh Carroll. We’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing. 3 Oct ...
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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 ...
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 ...
‘You can’t cheat the fundamentals’: Why Prime has been reduced …
2024年4月12日 · Marketers taking a lesson from this should look to double-down on “the fundamentals” of “availability, building brand awareness, being priced right and having a good proposition”. “You can’t cheat the fundamentals. You can cheat maybe for a short time as they have, but long term, you can’t cheat the fundamentals,” Evans says.
How Tesco revolutionised loyalty with Clubcard: The Inside Story
2019年3月13日 · The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception. By Molly Fleming 13 Mar 2019. When Edwina Dunn and Clive Humby were approached by Tesco about launching a loyalty card in 1994 they were told in ...
How Tesco’s customer focus enabled it to be ‘faster, quicker and …
2021年1月21日 · 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 led it to be crowned Marketing Week’s Brand of the Year 2020.. Tesco’s UK CEO Jason Tarry admitted the brand took its “eye of the ball” from a customer perspective in the lead up to the 2014 accounting scandal and its …
How Aldi’s ‘Free Cuthbert’ campaign won the supermarket …
When Marks & Spencer launched legal action against Aldi over a claim it infringed a trademark on its Colin the Caterpillar Cake, Aldi worked quickly to take control of the narrative. Rather than focusing on winning against M&S in the High Court, Aldi wanted to win the court of public opinion. Sticking to its ‘lovable disrupter’ brand ...
How TUI’s marketing team ‘futureproofed’ the brand
The team set out to define the brand’s purpose and strategy – futureproofing it for least five years – launch a global ad campaign, modernise the brand identity and drive traffic, all while keeping spend to a minimum. TUI developed its brand strategy in-house, broadening the appeal with an emotionally resonant purpose to create ‘the ...
Les Binet and Peter Field on 10 years of the Long and Short of It
2023年3月20日 · A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next. It’s been 10 years since “godfathers of effectiveness” Les Binet and Peter Field published their book The Long and the Short of It. In the latest episode of Marketing ...