Jet2 boosts marketing spend by 26% as it credits ‘leading brand position’ for strong results
The owner of travel brands Jet2.com and Jet2Holidays.com attributes brand, scale and customer service for market share gains and ‘strong’ return-on-equity.
It’s time to break down your brand and build it back up
Helen EdwardsFollow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
‘The hope in business’: Marketers on escaping the defensiveness trap
Matthew ValentineFrom embracing cross-functionality and the value of mentoring, to avoiding “immature” conversations, marketers can resist the urge to be defensive.
‘Turned on its head’: How EE’s brand transformation is shifting the dial
Grace GollaschEE launched its biggest brand campaign in a decade last year after transitioning from mobile business to a broader service-led model, which its marketing boss says is driving consideration, awareness and purchase intent.
The Week in Tech: Apple slims down the iPhone and Spotify offers lossless audio at last
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Primark pledges to ramp up spend in ‘consumer-facing activity’
Amrit VirdiThe retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.