‘Money being burned’: Ad industry could lose up £28bn if TV cut from campaigns, study finds
According to analysis by GroupM, removing TV advertising from campaigns can reduce profits for that campaign by 60% in the long term.
How ITV turned the Post Office scandal into a national campaign for change
Marketing Week ReportersBy holding true to its brand purpose, the broadcaster connected millions of people to a vital story and pressured the government to act.
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.
‘The model is getting better’: ITV on the competitive advantage of being closer to the viewer
Josh StephensonJane 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.
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.