Volkswagen is right to put profit before sales
Mark RitsonThere are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.
Meet the marketers building teams fit for volatile times
Matt BarkerWith almost half of marketers having experienced new team structures over the past year, how are brands reorientating themselves internally to fit the demands of the new working world?
All change: The complex route ahead for automotive branding
Matthew ValentineAs car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
VW overhauls its brand for a ‘new era’ as it attempts to put emissions scandal behind it
Molly FlemingVolkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
Have the ASA’s new gender stereotyping rulings gone too far?
Ellen HammettPhiladelphia and Volkswagen became the first brands to have ads banned under the ad regulator’s new gender rules this week but the decisions have raised questions over whether the guidelines go too far.
VW and Philadelphia first brands to fall foul of new gender stereotyping ad rules
Sarah VizardThe ad regulator hopes three rulings on harmful gender stereotypes – two against the brands and one in favour – will help clarify where the boundary lies.
Nike is the big brand winner at the Women’s World Cup
Lucy TesserasAs England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
Why B2B brands need to invest in brand marketing
Steve HemsleyCreativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.
Volkswagen should be focusing on effectiveness not efficiency
Ellen HammettThe German car marque is aiming to boost marketing efficiency by 30% over the next two years but it should watch that a drive to cut costs doesn’t impact the quality and success of its work.
Volkswagen culls agency roster by 90% in efficiency drive
Ellen HammettThe automotive brand says the move will allow it to be managed in a “leaner” and “more centralised” way as it looks to increase its campaign output without having to increase its media budget.
VW given the red light over ads that ‘encourage irresponsible driving’
Ellen HammettThe UK’s advertising watchdog has banned two ads from Volkswagen after it ruled they encouraged irresponsible driving and exaggerated the benefit of the vehicle’s safety features.
Netflix leapfrogs BBC iPlayer to become one of the UK’s top 3 brands
Sarah VizardThe online streaming site’s move into third place shows how effective it has been in delivering its quality original content message, says YouGov.
Three, VW, Absolut: The top 10 YouTube ads in July
Sarah VizardThe most popular ads on YouTube last month included Three’s Go Binge, Ford’s new ‘Go Further’ campaign and the actor who played Hodor in Game of Thrones trying to deal with demand for KFC’s new chicken and rice lunch.
VW ad’s focus on keeping promises shows sheer contempt after emissions scandal
Mark RitsonIf VW can peddle a message of trust, anything can happen.
Volkswagen brand on road to recovery as it launches first campaign since emissions scandal
Sarah VizardVolkswagen is hoping that its first European marketing campaign since it was caught fixing emissions test can help boost the brand and its sales as the latest brand measurement statistics show the brand is beginning to recover from the scandal.