Niamh Carroll

1 week ago | marketingweek.com | Niamh Carroll

New research from the IPA and Tracksuit is challenging received wisdom that startups should focus on performance marketing to grow. By Niamh Carroll 17 Jun 2025 12:01 am Startups that invest in brand early in their growth journey drive stronger sales and profit, according to new research from the IPA and brand tracking platform Tracksuit.

1 week ago | marketingweek.com | Niamh Carroll

Duolingo’s “unhinged” approach to its viral marketing has worked to “inspire” the rest of the organisation and enabled marketing to have more influence across the organisation, says the firm’s CMO. Renowned for its success on social media, in particular TikTok, Duolingo’s owl brand mascot Duo has been brought to life using dark humour and cultural references.

1 week ago | marketingweek.com | Niamh Carroll

Walk into the skincare aisle and you’ll be spoilt for choice. Lots of different brands promising lots of different benefits. Go to social media, and in particular, TikTok, and seek out skincare content, and you’ll also find yourself bombarded by different advice. Where in years gone by skincare routines might have been largely preserved for those concerned with “anti-ageing”, its appeal is now much broader thanks to heaps of innovation and new brands entering the category.

2 weeks ago | marketingweek.com | Niamh Carroll

Marketers cite the geopolitical environment as the top source of risk to their business, according to new WFA research. By Niamh Carroll 12 Jun 2025 12:01 am Marketers feel increasingly under scrutiny from their businesses as global unpredictability rocks confidence, according to new research from the World Federation of Advertisers (WFA).

2 weeks ago | marketingweek.com | Niamh Carroll

Twix owner Mars Wrigley responded to complaints by stating the ad is “absurd, fantastical and removed from reality”. By Niamh Carroll 11 Jun 2025 12:52 pm A Twix advert has been banned by the Advertising Standards Authority (ASA) for encouraging ‘irresponsible driving’. The advert for the Mars Wrigley-owned brand, which appeared on TV and video-on-demand channels, features a car chase which eventually results in two identical cars landing on top of each other.