How a reboot took the BBC’s marketers from ‘servants’ to strategic partners
Marketing Week ReportersThe BBC’s three-year marketing reboot spanned everything from creative risk-taking to wholesale cultural change, helping the team regain their mojo.
Why ‘critical reasoning’ could help brands tackle the manosphere
Amrit VirdiWith research confirming the negative impact masculinity influencers can have on male mental health, experts are urging brands to rethink their approach.
Opportunities and connection: Marketing leaders on bridging the skills gap
Grace GollaschMarketers discuss how teams, individuals and leaders can bridge the skills and knowledge gap in the latest episode of Marketing Week’s subscriber-exclusive webinar, The Lowdown.
‘The next Mickey Mouse’: Why BBC Studios is realigning to drive Bluey’s next stage of growth
Grace GollaschWith a long-term ambition for Bluey to have 100% awareness, BBC Studios is transitioning its marketing team from genre-led to brand-led to put Bluey and other shows at the heart of the business.
‘Timeless and timely’: BBC Studios on the recipe for driving ‘good growth’
Charlotte RogersThe global success of mega brands like Bluey and Doctor Who is fuelled by the duality between cultural and commercial impact, says marketing boss Shelley Macintyre.
BBC Studios’ Nicki Sheard on her transition from CMO to CEO
Grace GollaschBBC Studios CEO of brands and licensing, Nicki Sheard, discusses the skills CMOs need to make the jump to CEO and scaling brands with “100 years of storytelling and care”.
BBC Studios appoints former Allplants CMO as SVP marketing
Grace GollaschShelley Macintyre will be responsible for “driving marketing performance and maximising growth” for BBC Studios’ portfolio of consumer brands, including Bluey and Doctor Who.
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.