The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
The campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
When Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.
As it launches the second instalment of its ‘Bank of Antanddec’ campaign, Santander claims it has already helped it achieve its highest ever brand scores.
Consumer insights saw Tena shake up the market for incontinence products, helping it protect its position as the category leader.
A bid to offer ‘More than TV’ has seen one of Britain’s biggest broadcasters steer the national conversation towards mental health.
Nationwide took practical action to overcome a widespread lack of saving among people in the UK, helping it arrest the decline in savings rates.
The British Army has evolved its ‘This is Belonging’ platform over the past four years to appeal to new parts of society and continue to meet its recruitment targets.
With a focus on reflecting and shaping UK culture in everything it does, ITV has addressed questions about its content and achieved its aim of being about ‘More than TV’.
Virgin Media developed a ‘brand generosity’ campaign to retain customers that normally leave in the New Year.
Tesco decided a dose of nostalgia would be healthy for shoppers worried about Brexit.
Millions of people have thought more seriously about mental health thanks to one of the UK’s biggest broadcasters.
BT Sport combined data with creativity, resulting in a 30% uplift in subscriptions.
BT used AI to get to the heart of the nation’s conversation about football.
BT Sport changed its marketing strategy to reflect changes in the competitors it faced.
Tesco was the standout winner of Brand of the Year, collecting the most votes from our judges and topping a poll of Marketing Week readers.