Great political slogans leave something to the imagination
Helen EdwardsIt’s difficult to boil down broad issues into a few words, but the best slogans offer promise while letting the public form their own interpretation.
‘From 1,000 to 1’: Inside the development of the NHS’s first brand identity 25 years on
Josh StephensonThe NHS as we know it today only joined up under one brand identity in April 1999. Two of the project leads recall the challenges faced – and the benefits of simplicity that every brand can learn from.
Marketing Week Top 100 2022: The top marketers in regulated industries
Lucy TesserasMarketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Tag.
How the skills minister plans to ‘transform opportunity’ via apprenticeships
Charlotte RogersLooking to kick off a “skills revolution”, Burghart says the government is making apprenticeships more flexible to reflect modern employment and pledges to address the bureaucracy involved.
How one Covid-19 campaign changed the behaviour of a whole region
Marketing Week ReportersLA7’s ‘Killing Covid with Kindness’ campaign set out to reduce the number of positive Covid-19 cases within four months.
NHS: The pandemic revealed ‘just how vital’ marketing is
Manny PhamThe NHS had to act quickly last year after realising people with life threatening conditions such as heart attack and stroke were not going to hospital because of Covid, and marketing played a key role.
TfL’s retiring marketing boss on why his job was about ‘much more’ than communications
Michaela JeffersonIn his final interview before he retires, TfL’s director of customer and revenue, Chris Macleod, reflects on 15 years with the organisation and the strides it has made forward along the way.
Coca-Cola’s name game and the disappearance of WHSmith: 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 Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving 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”.
‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Grace GollaschThree 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.
Next ups international marketing spend as it reaches £1bn in profit
Amrit VirdiAs it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally.