‘We like to be bold’: One brand’s journey from TikTok virality to Dragons’ Den
Amrit VirdiHaving already notched up 700% sales growth on TikTok Shop, Hair Syrup is looking for bigger and better ways to expand its brand in 2025.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
‘Saying less is the magic sauce’: Monzo on switching to a ‘pulsing’ brand strategy
Amrit VirdiMonzo’s strategy for 2025 includes making data engaging, reversing consideration decline in the banking sector and “making money work for everyone”.
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.
‘Everything is converging’: Motorway on the overlap between marketers and data specialists
Josh StephensonDespite working together for less than a year, Motorway’s CMO Naomi Walkland and director of analytics Elly Evans have moved at pace to bring the functions closer together.
The Week in Tech: DeepSeek shakes up the AI industry and Threads gets ads
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Economic understanding, empathy, cultural cohesion: Key lessons for marketers in 2025
Molly InnesIn the latest episode of Marketing Week’s subscriber-exclusive webinar, The Lowdown, leaders discuss how marketers can drive growth in 2025.
‘It was holding us back’: Why Skinny Tan changed its name Skin & Tan
Niamh CarrollSelf-tanning brand Skin & Tan has dropped its old name to broaden its appeal to new consumers, and speak to those who are perhaps “afraid” of the category.
‘We could all be a lot braver’: Octopus Money on disrupting a ‘very tired market’
Amrit VirdiOctopus Money wants to move away from the financial industry’s obsession with product by connecting to the “emotional side” of money.
YouGov on why its new brand positioning emphasises the ‘quality’ of its data
Josh StephensonYouGov hopes that its new brand positioning will bolster confidence in the brand and cement it as a leader in a changing field.
‘Relevant experiences to different audiences:’ Rightmove on its journey to greater personalisation
Grace GollaschRightmove is investing in technology that helps customers at different stages of their home-moving journey and as a result upgrading its communication capabilities to be more personalised.
‘Market-maker, not share-taker’: Sure on why it is pioneering whole body deodorant
Niamh CarrollSure is part of Unilever’s deodorant portfolio, which also includes Dove and Lynx. With these brands collectively holding over 55% market share of the category, Unilever is looking beyond armpits for future growth.
Creating categories and going global: Your Marketing Week
Lucy TesserasAt 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 challenge of defining a new category to growing brands globally, it’s been a busy week. Here is my take.
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.
Very on brand characters, pre-testing and the power of consistency
Amrit VirdiVery has worked with System1 to develop a precise approach to TikTok pre-testing, as the retailer looks to “accelerate growth” in 2025.
A ‘beacon’ for beans: How one brand is making space for a category that ‘doesn’t exist’
Niamh CarrollBold Bean Co is on a mission to make beans “desirable” for consumers, turning the category from something that has been overlooked and commoditised to a valued part of consumers’ diets.