Influencers Explored series, brands and creators discuss why influencers are central to evolving the B2B marketing mix.

You’re spending time and budget across channels - paid search, SEO, social media, events, email, content. But which marketing ...

The top 100 most valuable brands across the world grew their brand value by 29% in the last 12 months to reach $10.7trn ...

Pepsi’s “bold reimagining” of women’s football marketing is part of its ongoing commitment to the game, says senior marketing ...

Looking to reach GenZ and share relatable consumer stories, AllSaints is switching up its audience segmentation and social ...

There is good knowledge among marketers around effectiveness theory, says Dr Grace Kite, but many are finding themselves ...

From discussions around reclassifying brand as a tangible asset to Nike’s brand value dropping by $20bn, it’s been a busy ...

Creative inclusion is a challenging area for any marketing team to navigate. Many brands want to foster a more inclusive and welcoming environment but perhaps struggle to change the culture they have ...

Leveraging its global reach, Diageo is ramping up its work with influencers in a bid to better resonate with consumers who have accessibility needs. It is the company’s mission to make sure it’s ...

A proposal that could see brand listed as an asset on balance sheets and marketing spend classed as CapEx has some marketers excited. Under current accounting rules, marketing spend is classed as ...

While many companies concentrate on creating and optimising a single service, Airbnb is moving beyond the one-product model that defined its early success in short-term rentals. In its next chapter, ...