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1 day ago | 
marketingweek.com | Josh Stephenson
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions. By Josh Stephenson 23 Apr 2025 2:43 pm Source: ShutterstockGoogle must be sick of the sight of courtrooms right around now. The tech giant was dragged in front of the federal court last week (17 April) for the ruling in yet another antitrust case raised against it from the US Department of Justice.
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1 day ago | 
marketingweek.com | Josh Stephenson
Original Source hopes its latest campaign, produced partly with generative AI, will help put the brand back on the “radar” for younger generations and allow it to compete with larger brands with larger budgets. The shower gel brand launched in the UK in 1996 and was acquired by FMCG giant PZ Cussons in 2002.
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1 week ago | 
marketingweek.com | Grace Gollasch |Gareth D Turner |Josh Stephenson |Charlotte Rogers
Most marketers, especially in 2025, have a wealth of first, second and third-party data, but knowing how to use it meaningfully is half the battle. Travel tour company Explore Worldwide has been on a journey to better utilise its customer data, from segmentation to informing its brand refresh 18 months ago. The firm specialises in small group adventure travel tours and offers more than 350 tours in around 100 countries.
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1 week ago | 
marketingweek.com | Josh Stephenson |Grace Gollasch |Gareth D Turner |Charlotte Rogers
Who doesn’t love a good courtroom drama? Especially one where the CEO of a major business has to defend its dubious practices in front of an increasingly hostile court. The thrills, the spills, the oh-so-tantalising secrets gleaned from emails sent years ago that were clearly meant to go nowhere, but can you believe they even considered it. It’s a comfort to know that even the most successful businesses are often seemingly run on vibes and bluster.
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1 week ago | 
marketingweek.com | Grace Gollasch |Gareth D Turner |Charlotte Rogers |Josh Stephenson
X’s UK business experienced a “significant decrease” in performance in 2023, following Elon Musk’s purchase of the company in late 2022, the company has revealed. Revenue fell by 66.3% year-on-year, dropping from £205.3m in 2022 to £69.1m in 2023, while profit for the financial year decreased to £1.2m from £5.6m.
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1 week ago | 
marketingweek.com | Gareth D Turner |Grace Gollasch |Charlotte Rogers |Josh Stephenson
Consumers know when price increases are not matched by value increases, meaning brands pursuing premiumisation need to ensure they have the latter before they go after the former. The path to premiumisation is a tightrope that marketers need to tread carefully. Done right, it can be a way to drive plenty of incremental value for a brand. Done wrong and it simply serves to alienate consumers. Premiumisation can increase profits while elevating overall brand perception.
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2 weeks ago | 
marketingweek.com | Josh Stephenson
Nintendo revealed its long-awaited Switch 2 console last week, announcing it would launch on 5 June and showing off a host of new games. A new Mario Kart! Donkey Kong! Zelda! For the right type of massive geek (hello, it’s me, I’m massive geek) this is basically Christmas if Christmas only came around once every seven years.
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3 weeks ago | 
marketingweek.com | Lisha Perez |Jasper Baumann |Josh Stephenson
Most B2B marketers complain there isn’t enough budget to fund their plans. It’s always an external problem – “My CFO just doesn’t believe in marketing.” But here’s a dirty secret of B2B: the CFO is usually right. When you spend your budget in the wrong places, your campaigns won’t deliver results. As part of LinkedIn’s B2B Institute, a marketing effectiveness think tank, I’ve seen the evidence.
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3 weeks ago | 
marketingweek.com | Jasper Baumann |Josh Stephenson
It was necessary to rebrand and Jaguar was “absolutely committed to the big leap” it needed to take, according to managing director Rawdon Glover. Speaking at Advertising Week Europe today (2 April), Glover said the luxury car marque “could never have” expected the scale of response it received upon launching its new visual identity, campaign and logo in November last year. “You’ve got to remember that for Jaguar, we were a brand that was largely becoming less and less relevant in today’s society.
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3 weeks ago | 
marketingweek.com | Amrit Virdi |Josh Stephenson
Barclays has been in the sports partnership space since 2001 when it began its relationship with the Premier League, a strategy which has expanded to the Women’s Super League, Wimbledon and Lords. Crediting her family’s love of sport and sport’s connection to its audience, group CMO at Barclays, Nina Bibby, told Advertising Week Europe today (2 April) sports partnerships are what “makes them [the audience] tick” and credited their brand building ability. “Sport was always part of my leisure time.
