Managing director of Marketing Week’s 2021 Brand of the Year, Paula MacKenzie outlines why strategic, undeniable and fame-generating ideas help KFC attain higher levels of creativity.
Amazon became the UK’s top advertiser by spend in 2021, overtaking Procter & Gamble and Sky, who came in second and third respectively.
Betway believes its new sonic brand will help it to cut through in the competitive and homogeneous sports gambling sector, as Mark Ritson labels the asset “one to watch”.
As consumers interact more with smart speakers and media such as podcasts, it’s more important brands have a clear and recognisable sonic identity.
Kicking off its biggest ever UK launch, the Procter & Gamble-owned brand is looking to “modernise” its image with a “high impact” campaign for the new Gillette Labs razor.
Burger King plans to dedicate greater attention to its multibillion-dollar Whopper brand, as the fast food chain cuts low volume products from its menu and pledges to re-focus on its core.
In the latest episode of Marketing Week’s podcast series, Ikea and long-term creative partner Mother London discuss why ambition, honesty and accountability frees them from a fear of the obvious.
The chocolatier’s catalogue scored in the top 2% of all UK ads on persuasiveness, while also proving its ability to drive long-term brand building, according to the latest data from Kantar.
New research from the ASA identifies three broad potential harms that could arise from adverse portrayals of race and ethnicity in advertising.
The campaign will highlight M&S’s entry price point products across its homeware business, from £1 face towels to £7.50 duvet covers.
The UK’s international aid organisations are launching a joint campaign for the first time, aimed at rebuilding the prospects of the entire category.
As the business builds to a potential IPO, Starling Bank’s top marketer believes it is “more important than ever” that consumers understand the brand’s mission and values.
Clinique knew it had to drive digital DTC sales in Q4 2020 and one of the ways to achieve this was evolving its YouTube strategy beyond awareness, to drive efficient site traffic.
Received wisdom is that humour doesn’t help brands sell their products, but the evidence says the opposite when brands know how to use it effectively.
Aldi’s Christmas ad campaign was crowned the most effective festive ad of 2021, helping the supermarket to record sales growth ahead of its rivals. However, analysts believe its “poor” online proposition is holding it back.