How to improve marketing’s reputation and the future of publishing

How to improve marketing’s reputation and the future of publishing

In this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing. In this edition of Marketing Week Explores, reporter Molly Fleming is joined by editor Russell Parsons and senior writer Charlotte Rogers to discuss the rise and fall …

The top marketers in regulated industries

The top marketers in regulated industries

Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy. With a subscription to Marketing Week Premium you will get full access to: > World-renowned columnists > Analysis & case studies > Exclusive leading-edge insight > Carefully curated …

How Mastercard’s ‘Priceless’ campaign became part of the brand DNA

How Mastercard’s ‘Priceless’ campaign became part of the brand DNA

In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later. …

10 sessions you won’t want to miss at the Festival of Marketing – Marketing Week

10 sessions you won’t want to miss at the Festival of Marketing – Marketing Week

The Festival of Marketing (10-11 October) promises to bring to life some of the most exciting marketing debates over two days, with some of the biggest names in the industry. Marketing Week’s Strategy and Leadership stage, for example, will be packed with content around effectiveness, innovation and the future of …

E.ON believes brands ‘must have an opinion’ as it launches campaign to tackle pollution

E.ON believes brands ‘must have an opinion’ as it launches campaign to tackle pollution

E.ON is using its marketing to tackle climate change and differentiate in the energy sector, with the brand suggesting that in order to survive it must “have an opinion”. Speaking to Marketing Week, Scott Somerville, E.ON’s head of advertising, PR and campaigns, says: “In this world, everyone has an opinion and …

Next opts for targeting over mass reach to boost sales

Next opts for targeting over mass reach to boost sales

Next is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert. Next doesn’t believe that its decision to spend a growing proportion of its marketing spend in digital channels has impacted brand awareness in the UK, …

The key attributes of DTC consumers

The key attributes of DTC consumers

Shoppers of direct-to-consumer brands are more affluent, have higher expectations and display different media behaviour to the general online population, according to new research The market for direct-to-consumer (DTC) brands has been growing rapidly in recent years. And while much has been written about the brands themselves there has been …