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Sainsbury’s, John Lewis and M&S: The Top 10 YouTube ads for 2016

1. Sainsbury’s – The Greatest Gift  It comes as little surprise that Sainsbury’s festive campaign has been voted 2016’s number one YouTube ad, having been announced as the platform’s most popular Christmas ad just last month. This year the supermarket moved away from CGI Mog and instead focused on stop-animation puppet Dave, who wants to …

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Secret Marketer: Marketing as a series of tools and methodologies is the platform for long-term success

Prepping for the annual sales kick-off (SKO) can be tricky. How do you pitch your campaign idea? How can you get buy-in without having a campaign redesigned in front of you? Should you be more aggressive and suggest you can deliver more revenue than in the budget? How can you get the sales team to …

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How disruptors can become global brands

Launching a brand is one thing but maintaining growth and taking it to the next level requires bold thinking, unbridled focus on innovation and strategic partnerships, according to executives from six of Marketing Week’s 100 Disruptive Brands, which is published in partnership with Salesforce. In order to succeed, brands need to be confident in their …

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Don’t lose sight of the basics in the rush to embrace change

January: a month where many metaphorically skip to work, emboldened by the possibility of a fresh start, armed with new found resolve to embrace change and meet challenges head on. There has been much talk of “change” in articles published on Marketing Week this week. The site is sprinkled with analysis of seismic changes that …

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Ikea’s UK marketing boss on evolving its marketing to engage across channels

Ikea is a brand on the up. Its UK sales increased by 8.9% to £1.72bn in the year to the end of August 2016, with its share of the home furnishings market up 0.5 percentage points to 8.2%. And it is kick-starting 2017 with a new campaign focused on sleep. Created by its agency Mother, …

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