Women’s Aid on engaging young people via the power of social media
Amrit VirdiWomen’s Aid wants to increase awareness of the realities of domestic abuse faced by women and children, using social media to share survivors’ stories.
‘What meritocracy?’: Disappointment as marketing’s gender pay gap widens
Charlotte RogersAs our Career & Salary Survey data reveals widening pay disparity, what can be done to make tackling marketing’s 17.8% gender pay gap as a matter of urgency?
‘The strategy was right’: Aston Villa on the success of its rebrand and global entertainment ambitions
Molly InnesRebranding a football club can go down badly with fans, however, for Aston Villa it’s been a commercial success with £100m in ‘controllable revenue’ off the pitch generated, says president of business operations Chris Heck.
Bluesky on brands, engagement and offering a ‘different vision’ for social media
Amrit VirdiAfter seeing a huge influx in users following Trump’s presidential victory, Bluesky is extending its measurement offering and positioning its alternative vision for brands.
How People’s Postcode Lottery reached new audiences with ‘fit for format’ strategy
Grace GollaschFaced with strong ad awareness but low consideration, People’s Postcode Lottery embarked on a journey to reach new audiences through different media formats.
‘Break through the hype’: Why crypto brands are getting serious in search of growth
Josh StephensonIn a category often driven by hype, crypto brands are taking a more real-world approach to build trust and grow the market in an organic way.
Abercrombie & Fitch bets on marketing to ‘amplify’ UK growth
Amrit VirdiAbercrombie & Fitch credits its customer first ethos for fuelling a “record” fourth quarter, with the retailer claiming to have achieved sustainable profit growth.
The Week in Tech: What went wrong for Skype and the future of SaaS
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Adidas makes headway on brand revival as marketing spend set to rise
Molly InnesHaving increased its marketing spend by 12% last year, the sportswear giant plans to ramp up investment in 2025 as its brand revival continues.
‘Boundless opportunity’: How one internship is changing the game for emerging talent
Charlotte RogersTurbocharging access to the creative industries is the guiding principle behind the John Doe Group’s award-winning Unlocked internship programme.
Highland Spring on combining physical and mental availability to grow
Niamh CarrollInnovation, as well as leaning on brand power to grow its core, will be the key to a strong future for the UK’s biggest plain water brand, its marketing director says.
Think your category is a special case? Think again
Helen EdwardsThe key pillars of brand building aren’t different for B2B, luxury and startups. The blueprints are the same, even if the results look very different.
Greggs: Brand has been of ‘paramount importance’ to grow during cost of living crisis
Niamh CarrollSuccess in the food-to-go sector is driven by being “front of mind” with consumers, CEO Roisin Currie told investors, hailing the strength of the Greggs brand.
‘Money being burned’: Ad industry could lose up £28bn if TV cut from campaigns, study finds
Grace GollaschAccording to analysis by GroupM, removing TV advertising from campaigns can reduce profits for that campaign by 60% in the long term.