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Why the BBC is our brand of the year
Congratulations to the BBC, which scooped this year’s top prize at the Marketing Week Engage Awards 2012. The corporation won…
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BBC named MW Brand of the Year
The BBC has been hailed as the Marketing Week Engage Awards 2012 Brand of the Year.
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Opinion
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Latest opinion
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Latest from Mark Ritson
Facebook’s $104bn bubble is set to burst
‘Facebook started trading 70 times its past year’s earnings; even WPP only trades at 12 times its earnings’
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Trends
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What we like
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.
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Strategies & Tactics
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Shining on the small screen
With emails flooding peoples’ smartphone inboxes, brands need to think about the best way to cut through the distractions facing mobile users and grab their attention.
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Get Involved
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Engage Awards 2012: Rising Star shortlist showcase
Profiles of our talented Rising Star award shortlist.
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Marketing Jobs
Friday, 25 May 2012
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Trending Topics
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The top 100 most valuable global brands
Young brands sparkle as the strong grow stronger.
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Keeping your cool
How cult brands can go mainstream without alienating customers.
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Losing the digital game
Why the FTSE 100 is failing in its interactive marketing.
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Feeling frayed by the tug-of-war between future and instant targets?
The struggle for marketers to balance short-term reporting and long-term strategy.
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Are you top of your game?
Four strategies to create a world-class marketing team.
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Why brand building must be a digital discipline
Marc Pritchard from P&G on how the world’s biggest advertiser is facing the ‘most profound time of change’ in its marketing.
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Why global brands must be part of local cultures
How firms from Krispy Kreme to Weetabix are using their global brands to spark cultural change in local markets.
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Debranding: The great name-dropping gamble
Why the world’s biggest companies are removing their brand names from their products.
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Profile: AB InBev CMO Chris Burggraeve
The CMO of the world’s biggest brewer on creating 30 million ‘brand fans’.
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Hatching a new way to do business
What big brands can learn from the innovation culture at small companies.
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Can marketing overcome its trust issues?
How leading brands are fighting to change negative perceptions of marketing.
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Strategic inconvenience
How inconveniencing consumers can help brands build profits.
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Greggs finds ingredient for growth on Facebook Video
The bakery chain’s CEO Ken McMeikan reveals how he turns feedback into profit.
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SWISS: the airline flying the flag for brand Switzerland
How Switzerland’s national airline has bounced back from financial collapse.
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Breaking into Brazil
Brands wishing to conquer the Brazilian market need to connect with its 192 million population via the mobile internet - plus sprinkle a strong local flavour into their marketing communications.
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Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
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Profile: Christa Carone, CMO, Xerox
Taking personal control of mission redefinition: If anyone can, Xerox chief marketing officer Christa Carone can make the brand’s communications strategy more relevant to its customers and shift ingrained perceptions about the business.
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Sports sponsorship moves into the fast lane
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
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The Marketing Week/Ball & Hoolahan salary survey 2012
The restructuring of marketing departments is having a positive effect on the salaries of digital specialists in particular, but the pay difference between sectors remains marked. By Steve Hemsley and Roy Hoolahan.
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Swimming against the tide: brands need to embrace a culture of creativity Video
Why thinking creatively and shunning received wisdom may be your most powerful strategy in 2012.
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Brands who entrust their precious business to others
The brand is your baby - what happens when you hand control of your most precious asset to outsiders?
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Why over-60s rising divorce rate is important to you
Divorce rates among the over-60s are on the rise, but after the pain of separation often comes major lifestyle changes, offering marketers new targeting opportunities among these ‘silver separators’.
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The brands cashing in at home
How retailers are overcoming economic gloom with shopping experiences in consumers’ houses.
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Brand marketing plugs the public service gap
The brands that are stepping up to provide public service in the face of government cuts.
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New growth at Nokia
Senior executives reveal the secrets behind the handset maker’s “marketing revolution”
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The vital connection between staff and the bottom line
How brands can boost productivity by bringing together their employees.
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Customer is king
Do you know how much impact your customer experience has on the bottom line?
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Why ‘brand me’ is your winning career move
Working out your next move: Talented young marketers meet the industry’s power players to talk leadership, career development and ’brand me’.
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Remapping marketing to the changing consumer brain
How 21st Century technology is causing ’brain change’ and why it matters to marketers
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Will the picture improve for TV advertising data?
Is TV still living in the past?: Why advertisers are demanding more data.
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Costa's £10m tongue
… and how it is helping it win the ’coffee wars’
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Forever 21 brings 'speed retailing' to the UK
Can US brand Forever 21 and speed retailing take over the British high street?
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The new copycats
How counterfeiters have evolved their illegal trade
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Online brands set off on new marketing journey
The new marketing journey: How brand extensions are seeing online businesses moving offline.
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B2B brands build extra marketing muscle
Meet the strongest business-to-business marketers in the world
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How to repair Britain’s crumbling high streets
High street sales may have hit their lowest point for 15 months, but Marketing Week’s five-step guide will ensure brands not only survive but thrive now the cracks are showing across Britain’s retail landscape.
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Roll up for brand bundling Video
How big businesses are using collective marketing campaigns to beat budget cuts
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Brands taking the law into their own hands
Imagine if hit TV show This Life had been set in a supermarket, rather than around a swanky law office. That might sound strange, but from the end of this year any company will be able to apply to offer legal services.
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Making it to the top
The five-point plan for any marketer aiming to become a CEO - by those who have done it
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Universities enrol for a marketing masterclass
New opportunities are opening up for marketers as public, private and brand-backed vocational higher education providers call on their skills to help them generate additional income.
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