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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.
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 ...
Marketing News | Marketing Week
WEBConsumer confidence takes ‘big fall’ following months of slow build. All the latest marketing news, including updates on big brand campaigns, daily round-ups and killer stats.
‘You can’t cheat the fundamentals’: Why Prime has been reduced …
WEBApr 12, 2024 — 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.
The best marketing campaigns of 2021: Part 1
WEBNov 30, 2021 — The metric peaked at a score of 14.1 on 17 July. In the third quarter of 2021 – after six months running the campaign – Airbnb posted its highest ever profit, with net income up 280% year on year to $834m (£618m). Adjusted EBITDA broke the billion dollar barrier for the first time, as the business reached a “major milestone” of 1 ...
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 ...
How Aldi’s ‘Free Cuthbert’ campaign won the supermarket …
WEBWhen 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 ...
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 …
The best marketing campaigns of 2020: Part 2
WEBDec 9, 2020 — Rapper, bon viveur and self-confessed foodie Snoop Dogg was reportedly paid £5.3m to appear in the Just Eat ad campaign, but that must look like a good investment for the takeaway giant given its performance in 2020. UK orders during the third quarter rose 43% to 46.4 million compared to the same period last year, while in the year to date ...
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 …