Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
In the mid-noughties, Nintendo was struggling against its competition, but with the launch of the Nintendo DS and Nintendo Wii it opened up new markets, targeted a new audience and changed the industry forever.
As the headphone giant launches its “biggest” campaign to date, CMO and head of product Chris Thorne explains why the “best” ads showcase brand and product.
Rightmove 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.
A confusing corporate structure which was hampering investor relationships and leaving teams feeling isolated was key in Team17 Group rebranding to Everplay.
With over 90% of all search queries made on Google and more than 200,000 UK advertisers using Google’s search advertising, the CMA is investigating whether its search dominance impacts advertisers and consumers.
Vodafone examined 13 different media channels across 13 markets to optimise and reduce its carbon footprint.
Jane Stiller and Neil Mortensen have helped turn the relationship between marketing and insights into one that is driving success and legitimising both functions in the boardroom.
Insights professionals are looking for marketers to be “advocates” for the profession which, in turn, will help them create stronger, better researched campaigns.
A decade since its launch and with the ultimate goal of engaging listeners, Spotify Wrapped also drives a “fear of missing out” among non-users.
O2 has created AI grandma Daisy to tackle scammers and boost awareness of the brand’s fraud prevention technology.
Sky’s female-focused esports campaign is the brainchild of a revamped marketing team united under the Sky Connectivity brand.
The mobile network teamed up with social mobility champion WeAreHere to help “demystify marketing” for a group of BTEC Business Studies students.