Kia’s marketing boss on transforming the brand from ‘budget’ to premium
Leonie RoderickKia’s marketing director David Hilbert sets out how the South Korean car brand plans to shed its low-value image and break into the premium car market.
Huawei, Shell, Amazon: The top 10 YouTube ads in December
Leonie RoderickThe most popular ads on YouTube last month included an educational music video from Shell and Anthony Joshua showing off his boxing skills on one of Dubai’s most exclusive skyscrapers.
Five trends that will change the media landscape in 2018
Leonie RoderickFrom publishers taking on the digital giants to streaming services stealing tactics from traditional broadcasters, Marketing Week predicts the media trends that will take shape this year.
Cadbury ditches joy positioning after six years to go ‘back to brand roots’
Leonie RoderickThe chocolate brand’s new global campaign will focus on “genuine acts of kindness and generosity” as it looks to emulate the philanthropy of its founder John Cadbury.
Ikea launches pregnancy test ad, Diet Coke gets a revamp in the US: International round-up
Leonie RoderickPlus Oreo launches a new campaign in Belgium and France with the help of actor Owen Wilson and Airbnb faces a further crackdown in Amsterdam.
Tesco records ‘biggest ever’ Christmas as fresh food lifts sales
Leonie RoderickLike-for-like sales grew by 2.3% in the UK during the third quarter, marking the eighth consecutive quarter of growth, while M&S saw like-for-like food sales decline over Christmas.
Morrisons credits ‘value for money’ messaging for strong Christmas results
Leonie RoderickThe grocer’s CEO claims Morrisons was able to differentiate itself by keeping its prices low despite increased pressure from inflation.
L’Oréal moves into wearables for the first time with UV light tracking device
Leonie RoderickThe battery-free device is worn on a user’s thumbnail, and monitors how much UV light the wearer is exposed to.
Diageo, Next, Philip Morris: 5 things that mattered this week and why
Leonie RoderickCatch up on this week’s biggest stories including Diageo pulling its advertising from Snapchat and tobacco giant Philip Morris encouraging people to quit smoking.
Google and Facebook face fines in Germany, Airbnb wins lawsuit: International round-up
Leonie RoderickPlus marijuana ads pop up after it is made legal in California, and an Australian ad watchdog rules that Santa can be used to sell guns.
Next results prompt cautious optimism for consumer Christmas spending
Leonie RoderickNext is the first retailer to publish its Christmas results, performing better than expected, but analysts warn the result is still “far from perfect”.
How one tobacco firm is using advertising to stop people buying its cigarettes
Leonie RoderickPhilip Morris has taken out numerous press ads announcing its “New Year’s resolution to quit smoking” and stop selling cigarettes in the UK.
Diageo pulls ads from Snapchat over age verification concerns
Leonie RoderickThe drinks giant has stopped advertising on Snapchat over concerns that one of its ads for Captain Morgan was reaching users under 18.
Public Health England tackles ‘snackification’ of lunchboxes with new campaign
Leonie RoderickThe Government body is honing in on snacking and smoking as part of its New Year campaigns, and is offering parents money off to tempt them into buying healthier snacks.
Special K unveils new creative direction as it looks to battle ‘distrust’ of diet brands
Leonie RoderickThe cereal brand is facing a global sales decline, but hopes the “positive and more modern” campaign will help turn the tide.