BBC appoints Absolut CMO as its first chief brand officer
Chris SutcliffeThe BBC has appointed FMCG marketer Charl Bassil as its first chief brand officer as it looks to strengthen its position in the face of significant challenges.
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
The ‘power’ of Attenborough: BBC earns most creatively effective cinema ad of August
Michaela JeffersonThe combination of Sir David Attenborough, stunning cinematography and powerful music make the BBC’s Frozen Planet II trailer the most likely cinema ad of August to drive long- and short-term impact, according to The Works study.
How BBC Three is attracting ‘hard-to-reach’ audiences with its return to live TV
Molly InnesThe relaunch of BBC Three’s on-air channel is the “final hook” to pulling in “opportunity” viewers, says channel controller Fiona Campbell.
The best marketing campaigns of 2020: Part 1
Marketing Week ReportersFrom the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
The BBC is a national brand, or it is nothing
Mimi TurnerWith the BBC under greater threat than ever of being dismantled, it needs to communicate why and how its brand serves the whole country.
The best marketing campaigns of 2019: Part I
Sarah VizardFrom chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
Why leaving London and going local can help re-energise your brand
Matt BarkerEmbedding your brand in the local area and becoming an active part of the community is the best way businesses can succeed at a national, and global, level.
BritBox: This is the time to make our mark on the industry
Molly FlemingBritBox is launching a multi-million pound campaign as it promises not to go “head to head” with Netflix in the streaming wars.
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BritBox: Is there room for a new streaming brand in the UK?
Sarah VizardITV and the BBC are hoping to generate some much-needed revenue in the face of declining ad sales and licence fee revenue, but face an uphill struggle to build a brand that can compete with Netflix and Amazon Prime Video, as well as Disney’s new offering.
The World Cup marketing that could have been
Charlotte LockThe BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
How brands are stepping up to improve children’s mental health
Charlotte RogersAs statistics show one in 10 children in the UK a have diagnosable mental health disorder, brands are helping kids improve their self-esteem, confidence and resilience in an increasingly digital world.
M&S is the UK’s top storytelling retailer
Lucy TesserasA study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
Marketing and insight are teaming up to drive better business
Charlotte RogersMarketing and insight are collaborating more closely than ever in a bid to develop rich, relevant and personalised content that drives deep consumer engagement.
BBC: In a post-Brexit world Britain needs us more than ever
Charlotte RogersThe BBC will seek to position itself as the voice of a diverse and divergent Britain, offering viewers a seamless, personalised experience.