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Waitrose ups content investment as it shifts focus to ‘accessible and free’ marketing
Sarah VizardWaitrose is increasing its investment in content and shifting the balance of its spend away from paid towards “accessible and free to all” communications in response to what marketing director Rupert Thomas calls a “shift” in the role of marketing from selling to inspiring.
Engage Awards 2014 shortlist
Josie AllchinMeet the brands in contention for the highly sought-after Marketing Week Engage Awards 2014 trophies.
What will be the ‘shift moment’ in your industry?
Ruth MortimerWhen was the moment your industry changed? The Big Four supermarkets may look back and say that early 2014 was the moment they knew retailing as they knew it was over. Almost £3bn was wiped off the share values of the Big Four last week as they embarked on a new price war.
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Advertising’s longer term ROI more than double short term, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.