trends
Marketing Week Engage Awards: The magnificent winners
‘Gunslingers’ from the shortlisted brands in this year’s Marketing Week Engage Awards 2013 fought to the last to take home one of the coveted trophies.
The world's his oyster
Virgin Holidays marketing director Andrew Shelton talks about the brand’s new campaign, working in an industry with slim margins and growing the business.
Q&A: Skyscanner
Travel search site Skyscanner has defied the turbulent climate to reach a major profit hike. Newly appointed CMO Andrew Cocker talks about next steps for the company, including global developments.
Start-up accelerators: An ideal exchange
Start-up accelerator programmes can be launchpads for success for both the mentor and emerging company.
Young marketers: Budding talents pushing for progress
Ambitious young marketers are rising to senior roles with the aim of effecting change.
Taking a chance to beat the downturn
Despite the doom and gloom of the economy, the latest data shows small businesses are still prepared to take marketing risks.
E-cigarettes: Will tighter ad rules send sector up in smoke?
E-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
A nation in the peak of brand health
Scotland has an exciting time ahead with major sporting events bringing the world’s attention to its shores - and that is a golden opportunity for its national brands.
EMI remixed for a digital ageVideo
The past few years have been rocky for EMI but UK chief executive Andria Vidler has used her marketing skills to introduce the sound strategy of focusing on its artists.
Are shock tactics back?
Marketers are ditching persuasion in favour of hard-hitting campaigns.
Battleships at the ready as stores' toy story begins
Retailers are fighting a price war on children’s toys in the final days before Christmas as consumers demand bigger and better discount deals.
World's cities are paved with opportunity
For brands looking to expand, whether overseas or in domestic markets, a city-centric marketing strategy is proving effective as it helps cut risk and costs while capitalising the wealth being generated in those areas.
Hotels fail to get a grip on reality
The increasing use of online hotel review sites allows brands to see if their promises live up to customer expectations. A recent survey shows only two brands hit the spot.
Flying the brand flag for British Airways
Frank van der Post has been credited with turning around British Airways’ fortunes since he joined the national flag carrier as managing director of brands and customer experience in 2011. He talks to Jonathan Bacon about the brand’s ongoing strategy.
Meet the young ringleaders
Setting up marquees at air shows and hosting launch parties for games and cookery competitions are some of the tactics companies are using to get out and meet their target audiences of young people and their parents
The click moment
The split-second decisions that bring successful brands to life.
Does your celebrity have the $-factor? Video
How brands are matching themselves with celebrities using social data.
Interactive brands stand out from the crowd
Innovative brands are taking advantage of advances in technology to make their mark at trade shows by turning their stands into interactive spaces that create high levels of engagement.
Passion for fashion goes beyond designer brands
Brands not normally associated with catwalks and celebrity models are forming partnerships with London Fashion Week and British design talent to engage with a younger target audience.
Families get a taste for fast casual dining
?A new style of eating out that typically offers ‘a safe culinary adventure’ is proving popular because these short menu venues offer value, according to research seen by Marketing Week.
Global enterprise moves forward with the music
This weekend some big-name bands will join Bruce Springsteen in Hyde Park for Hard Rock Calling, but chief marketing officer and vice-president John Galloway tells Jo Roberts that the global event brand is about much more than established acts and burger joints.
Highbrow culture
Why helping your customers feel clever is good for your brand.
Rip up your marketing plans
Why brands are ditching their best-known strategies.
Gibson provides a stage for rising guitar stars
Rock star Bryan Adams might have got his first real six-string in the summer of ‘69, but fast forward 43 years and Gibson chief executive and chairman Henry Juszkiewicz tells Lucy Handley about how the brand is nurturing the next generation of guitar heroes.
Who controls entertainment in the home?
Home entertainment brands need to change the focus of their ad campaigns, according to research seen by Marketing Week that reveals women exert a lot of influence over TV and games console purchases.
Flying the flag raises value of british brands
Brands that make their British origin the focal point of their marketing have surged up a new list of the 50 most valuable home-grown brands seen exclusively by Marketing Week.
Waxing lyrical about the future of music discovery
Shazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
How to bring events up to gold standard
With the world’s eyes turning towards the UK, the corporate hospitality industry has to opportunity to strike gold - if your event measures up.