‘Entertain, educate, equip’: Meet the brands unexpectedly flourishing on TikTok
Amrit VirdiFrom pensions to the property market, TikTok is fast becoming the social platform of choice for a host of brands – some of which you may not expect.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
The Week in Tech: TikTok cosies up to Trump and all change at the CMA
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
UK fashion label Adanola on its plans for US domination
Amrit VirdiAfter recruiting Kendall Jenner for its latest campaign, Adanola believes a mix of virality, social-first thinking and ditching discounts will help the brand scale.
‘Timeless and timely’: BBC Studios on the recipe for driving ‘good growth’
Charlotte RogersThe global success of mega brands like Bluey and Doctor Who is fuelled by the duality between cultural and commercial impact, says marketing boss Shelley Macintyre.
‘No longer a differentiator’: What does brand purpose look like in 2025?
Michaela JeffersonShould brand purpose be reimagined as impact? Does a ‘post-purpose’ era lead to more ethical business? And the bigger question, are we really ‘post-purpose’ at all?
‘A foundation to build on’: Sweaty Betty’s CMO on its first global brand campaign
Molly InnesOne year into Kerry Williams’ role as Sweaty Betty’s first CMO, the activewear brand is releasing its first global brand campaign after a period of resetting and brand evaluation.
Junk food ad ban and the value of people: Your Marketing Week
Russell ParsonsAt 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 proposed changes to ad rules around junk food to the pull back on media spend at the end of last year, it’s been a busy week. Here is my take.
‘Our secret weapon’: M&S on reaching a new generation by using its colleagues as influencers
Amrit VirdiBy utilising its store colleagues, Marks & Spencer is taking an innovative approach to social media to meet consumers where they are.
Awareness, consistency and ‘sparkle’ help retailers triumph amid ‘competitive’ Christmas
Amrit VirdiAs retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
Wingstop UK’s first CMO on scaling up, taking risks and ‘two-way respect’
Niamh CarrollHaving built a dedicated “core audience” of young fans, chicken wing brand Wingstop UK is aiming to stay true to its “youth culture” roots as it scales.
The Week in Tech: Labour’s AI future, Temu and TikTok alternatives
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
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.
Positioning brands as a ‘powerhouse’ of growth: How marketing at Britvic secured 30% more investment
Niamh CarrollBritvic increased its marketing budget by 30.9% in 2024. GB marketing director Munnawar Chishty shares how she made the case – and continues to make the case – for investment at the drinks business.
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.
Can rapid delivery players build sustainable growth in 2025 and beyond?
Rebecca SentanceOnce hailed as the “next generation of ecommerce”, quick commerce has struggled in recent years as the remaining businesses compete for a slice of a much smaller market. What needs to change?