Why it Works Archives - Marketing Beat

Wavemaker experts Maggie Jones, Arun Varghese and Marc Macnamara outline the role of tech within IRL events and experiential marketing.

Features Marketing Strategy Opinion Why it Works

Going Live: Wavemaker on how brands can use tech to connect IRL

October 17, 2023

Wavemaker experts Maggie Jones, Arun Varghese and Marc Macnamara outline the role of tech within IRL events and experiential marketing.

Brands Creative and Campaigns Features In Profile Marketing Strategy People Why it Works

Interview: Why the O2’s new retail identity is the ‘natural next step’

August 15, 2023

The O2 marketing and brand director, Robbie Balfour, shares insight from behind the scenes of the shopping outlet’s latest brand realignment.

Features Opinion Why it Works

Why it works: From Barbie to the Teletubbies – why kidult culture is here to stay

August 2, 2023

From Barbie to the Teletubbies, Ella Haynes, Brand Licensing Europe event director, explains why the kidult trend is here to stay.

sound waves can be a powerful marketing tool

Features Innovation and Tech Marketing Strategy Opinion Why it Works

Opinion: Why fashion brands are missing out on making waves with sound

June 22, 2023

Mother Design managing director Kathryn Jubrail explains why she’s frustrated that marketers are missing out on the power of sound.

Still from Apple ad - Cannes Lions 2023 shortlist

Best in Class Features Why it Works

Cannes Lions 2023: Apple ad is the public’s pick for titanium glory

June 20, 2023

System 1’s Jon Evans rates the campaigns up for the Dan Wieden Titanium Lion – Cannes’ most prestigious award, for game-changing creativity.

Brands Features Marketing Strategy News Why it Works

Will Heinz loyalty scheme The 57 Club offer more than Beanz Pointz?

May 31, 2023

It’s fair to say the Great British public have something of a love affair with Heinz. We find out more about The 57 Club, the brand’s first UK loyalty scheme.

Creative and Campaigns News Why it Works

Campaign breakdown: How McDonald’s #RaiseYourArches ad went viral

March 2, 2023

Dyzio founder Matt Hebden and CTO Laurie Bantin examine McDonald’s recent ad success on social media – and there’s not a Big Mac in sight.

Axing its 'spokescandies' ... recruiting Maya Rudolph as its ambassador ... putting clams in its sweets ... what has M&M's marketing team been up to?

Best in Class Brands Features Why it Works

Something smells fishy: Why did M&M’s put clams in its sweets?

February 23, 2023

Axing its ‘spokescandies’ … recruiting Maya Rudolph as its ambassador … putting clams in its sweets … what has M&M’s marketing team been up to?

Agencies Creative and Campaigns Features News People This Week in Marketing Video Why it Works

Watch: 2022’s seven best ads as chosen by creatives

December 15, 2022

Marketing Beat speaks to agency creatives who give their verdicts on 2022’s brightest, boldest and best ads, as the industry leaves Covid behind.

Features News Why it Works

Black Friday 2022: Marketers give their verdict on the Cyber season

December 1, 2022

This Black Friday, most brands faced a peculiar dilemma amid an ever-changing and complex backdrop. Do they go all-out with a guns blazing, broad-church approach, or do they favour a more subtle, targeted method?