How ITV turned the Post Office scandal into a national campaign for change
Marketing Week ReportersBy holding true to its brand purpose, the broadcaster connected millions of people to a vital story and pressured the government to act.
Marketing Week Awards 2024
How Barclays reached over 4 million people with hyper-local targeting
Marketing Week ReportersBy combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
How Vitality reinvented its brand mascot to become a health ‘champion’
Marketing Week ReportersAs cost of living pressures hit demand for health insurance, Vitality embraced a proactive brand platform and galvanised the public.
How Norwich City went global with its mental health message
Marketing Week ReportersThe football club’s poignant suicide prevention film gained a massive online audience and prompted thousands to seek support.
How Paddy Power ‘pulled a 180’ to donate £1m to charity
Marketing Week ReportersThe tie-up between Paddy Power, Prostate Cancer UK and the Professional Darts Corporation drove a 232% increase in men using the prostate cancer risk checker.
How P&O Ferries used a challenger mindset to win back customers
Marketing Week ReportersBy taking on the competition, P&O revived its brand health metrics and drove reappraisal of ferry travel.
How VCCP’s ‘challenger’ spirit is helping brands build market share
Marketing Week ReportersHaving added Co-op and Primark to its roster in the past 12 months, VCCP credits its “challenger” mindset for helping clients grow value sales and market share.
How NHS Blood & Transplant reached 1 million people via organic social
Marketing Week ReportersA campaign highlighting the plight of the 233 children on the organ transplant waiting list delivered 1.5 billion earned media impressions.
How Guinness put the fun into alcohol-free marketing for St. Patrick’s Day
Marketing Week ReportersBy reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
How Chinese EV brand BYD used targeted media to make its mark in Europe
Marketing Week ReportersAs a largely unknown brand in EMEA, the electric car company used programmatic platforms to help drive awareness in five markets.
How Ikea struck social media gold with a simple Christmas concept
Marketing Week ReportersHarnessing one of its most distinctive brand assets, the furniture retailer achieved viral success during the busy festive shopping season.
How KFC became a festive favourite with an ‘anti-UGC’ campaign
Marketing Week ReportersAmid calls to introduce a festive turkey product, KFC cheekily defied its fans and drove leaps in awareness and sales.
How Lebara Mobile doubled market share by targeting savvy shoppers
Marketing Week ReportersStudying fellow value brands like Aldi and Lidl, the mobile network realised it needed a strong message to overcome misconceptions low prices mean poor quality.
The 10 reasons Marks & Spencer is the Brand of the Year
Mark RitsonTo celebrate the retailer being recognised as Marketing Week’s Brand of the Year, our branding columnist writes about its remarkable five-year transformation. This is not just a marketing column, it is a Marks & Spencer marketing column.
PwC’s Antonia Wade named Marketer of the Year
Marketing Week ReportersThe consulting giant’s global CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Awards 2024.