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WEBAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the universal lessons to be learned from our Brand of the Year candidates to Typhoo adopting a challenger mindset, it’s been a busy week.
Marketing News | Marketing Week
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Seven principles of effective marketing communication
WEBOct 5, 2021 · So there it is: one unchanging piece of communications hardware, the brain, and seven unchanging principles of effective marketing communication that can get that hardware working for your brand: reach, attention, creativity, distinctiveness, consistency, emotion and motivation. The most effective communication has always and will always ...
Top ten Nike ‘Just Do It’ ads - Marketing Week
WEBAug 22, 2013 · 2004 – “Do Anything”. Nike flexed its creative muscles in 2004 with the “Do Anything” ad by imagining what would happen if top ambassadors at the time such as Serena Williams and Andre Agassi competed in different sports such as gymnastics and baseball. 2006 – Maria Sharapova “Pretty”. In 2006 Maria Sharapova was taking the ...
Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
WEBJan 23, 2013 · 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 …
How KFC accelerated revenue growth to more than £1bn
WEBIn the space of five years KFC hit more than £1bn in revenue and grew market share by 38%. The fast-food chain improved quality perceptions (up 6.2 points), value (up 7.3 points) and the brand overall (up 8.7 points), attracting 15 million new customers. These results ensured KFC scooped the Marketing Week Award for Long Term Brand Building ...
Coca-Cola marketers add innovation to ‘primary focus’
WEBApr 25, 2022 · Coca-Cola had been restructuring its leadership team since August 2020 to better “capture growth in the fast-changing marketplace”. Innovation looks set to remain a key focus for the business going forward, despite the current inflationary environment. “We have a bias to invest [sic] behind our brands in marketing innovation,” said Quincey.
The best marketing campaigns of 2023: Part 1
WEBDec 4, 2023 · 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 ...
The best marketing campaigns of 2022: Part 1
WEBDec 6, 2022 · But rather than shy away from the challenge, Boots attacked it head on, with ‘Summer Better Be Ready’ becoming its biggest summer push to date. Indeed, the marketing budget for the brand’s 2022 summer drive was 20% higher than 2021’s ‘Feel Good as New’ campaign. It was also the first campaign to be launched as part of the …
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