Influencer marketing suffers not just from the problems of fake followers and viewability, but from a lack of credibility, as I proved when I paid influencers to make a picture of my posterior go viral.
Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
From Unilever’s Keith Weed calling out influencer marketing and other key moments from Cannes to the results of 20 years worth of salary survey data, we round up all the marketing news you need to know from the past week.
Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.
Cannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
LinkedIn’s ‘number one voice in marketing’ talks to Marketing Week editor Russell Parsons about the importance of people and creativity in digital transformation.
Cannes Lions 2018: HP’s marketing boss says the Cambridge Analytica scandal has “definitely changed” the relationship it has with the big digital platforms.
Plus Adidas delivers free footballs to Indian children through interactive campaign and Apple is fined AU$9m for refusing to repair faulty iPhones.
Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons will battle it out to be named ‘Brand of the Year’ at this year’s Marketing Week Masters awards.
The marketing industry has changed significantly since Marketing Week launched its Career and Salary Survey in 1998, but when it comes to the best (and worst) paid sectors and equal pay, the results are fairly consistent.
Cannes Lions 2018: Marketing still matters in a world of mass disruption, says P&G’s chief brand officer, it just means working smarter, cutting out waste and becoming more equal.
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again.
Given the pace of technological developments, the challenge of embedding a digital culture in order to compete in a fast-paced, digitised and customer-centric world has never been greater for companies. Understanding what the opportunities and indeed challenges are and getting internal buy-in is not straightforward, however. This report draws on a range of survey data, […]
Digital Transformation is an often misappropriated term but understood correctly it can yield extraordinary results. Including interviews with senior leaders from British Gas, IBM, Fuji Xerox, Ogilvy APAC, Oracle Marketing Cloud and Salesforce and thousands of respondents to a survey, the report looks at the challenges that B2B companies face and how they have responded […]
There has never been as many opportunities to measure the impact of marketing campaigns but there has never been as many chances to get it wrong. Digital channels have led to an explosion in available data, offering the chance for marketers to engage, personalise and attribute the success of campaigns. It does, however mean […]
Business and society is changing at a frenetic rate and marketers are at the forefront of technological and behavioural shifts. In the face of this, it is difficult but even more important to take time out to learn and develop. Based on interviews and a survey of hundreds of senior marketing leaders this report highlights […]
As more and more sales gravitate online, the opportunity for businesses to boost revenue and profit grows daily. It is not, however, enough to ‘build it and they will come’. Marketers need to carefully plan and develop their propositions or risk getting lost in a very crowded environment. This report will help you create your […]
Content marketing is considered by many to be the silver bullet solution to engaging with consumers weary of traditional push advertising. But what is it, and how can you build an effective content marketing strategy that helps execute your marketing strategy. Pulling together insight from interviews from senior marketing leaders and content strategists from some […]
Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
In the future, creative ideas will be accompanied by business forecasts, predicts The Leading Edge’s Chris Paxton.
Cannes Lions 2018: Google’s EMEA boss says the company is still trying to “make sense of GDPR” and define how it deals with the new data regulations after much of the detail came through “very late”.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
The Guardian, News UK and the Telegraph are looking to rival Facebook and Google with the launch of a joint ad platform that will allow advertisers to directly access and buy data and inventories.
Cannes Lions 2018: Google’s EMEA boss Matt Brittin admits the tech giant needs to get better at listening to the concerns of the ad industry as it looks to move on from the brand safety scandal.
Learn about the three challenges organisations are facing when capitalising on digital information and how they can be overcome.
Cannes Lions 2018: As attitudes change in the post #MeToo era, brands from publishing to tech are tackling the lack of female representation in their workplaces head on.
Cannes Lions 2018: New research from Ebiquity finds that if brands reallocated spend from outdoor, press and digital display to TV, radio and digital video they could improve marketing ROI by 4%.
The IDM’s Jane Cave says businesses need to stop thinking of training as a ‘zero-sum game’ and marketers need to have an insatiable appetite for new knowledge and skills if they are to survive the digital transformation taking place.
Andrew Clarke has been with the business for 18 years in various leadership roles and has a track record for “driving ambitious change while delivering results”.
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Learn how to set up journeys effectively across customer channels and screens, balance customer experiences, and deliver the right messages to the right people.
Learn everything you need to know about messenger marketing.
This new report examines the current uses and potential opportunities for data in the advertising cycle.
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
Learn how individual-level customer data can influence every point on the path to purchase and best practice advice to accelerate your journey to unlock the power of individual level data.
This guide takes you through an easy-to-follow process that will make sure that you are GDPR ready, even at this last minute stage.
Learn the seven rules to successfully becoming a digitally customer-centric business.
Learn about the key foundations required to create and optimise effective personalised experiences.
Find out how you can become a customer-centric organisation by simply following three steps
Learn about the five elements of a winning digital customer experience strategy.
Cannes Lions 2018: New research from the publisher finds consumers are 45% more likely to watch a video ad to the end if the content around it emotionally engages them – either in a positive or negative way.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Cannes Lions 2018: Unilever’s CMO argues FMCG is still a great training ground as it encourages young marketers to reassess how their strategy is serving customers’ needs on a daily basis.
Staff turnover has been consistently high since Marketing Week launched its Career and Salary Survey 20 years ago, but the reasons for moving job have changed as work-life balance moves up the agenda.
The programme will be based in New York and includes three residential boot camps, as well as individual mentoring.
Perceived wisdom might suggest procurement would be keen to in-house more creative and media, but many are concerned about the impact this could have on the quality of work and level of talent working on it.
To cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
We arm you with all the marketing stats that matter this week including nine in 10 UK marketers manage international campaigns and executives blame advertisers for misplaced ads.
New research from Kantar Millward Brown reveals for the first time how creativity, disruption and great advertising can help companies grow their brand value at a far greater rate.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
From New Balance’s first World Cup campaign and Sky’s loyalty scheme reducing churn to the fact beauty influencers deliver an ROI of £8.81, we round up all the marketing news you need to know from the past week.
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
Aldi’s marketing director Adam Zavalis believes the brand captured the UK public with its ‘Like Brands, Only Cheaper’ campaign by refusing to put “a sheen over real life”.
The initiative, created by Diageo’s procurement team, aims to create a set of principles around how the brand and its agencies work together with the aim of improving the quality of its creative work.
When Braze rebranded from Appboy last year, it wasn’t just trying to broaden perceptions of its expertise to more than apps, it wanted to improve collaboration, explains its senior vice-president of marketing Marissa Aydlett.
When Cadbury launched ‘Gorilla’ in 2007 the brand was suffering after a salmonella scare, and despite the brand’s former marketing director admitting it was the hardest concept he’s ever had to sell, the ad went on to increase sales by 10%.
The 2018 FIFA World Cup is predicted to inject an additional $2.4bn into the global ad market, as the tournament’s ‘younger’ audience encourages advertisers to showcase the brand building powers of social media.
Plus Coca-Cola wants young people to help solve community issues in the US and Unilever’s Sunsilk shampoo ad creates debate about transgender stereotypes.
Social media and artificial intelligence now allow brands not just to listen to what consumers are saying about products, but to predict new trends and determine which ones matter.
Dorco, the 60-year-old South Korean market leader, is hoping to shake off competition in the UK razor subscription sector with its mix of low prices, friendly brand voice and products for both genders.
A year on from Arthur Sadoun’s explosive start as CEO of Publicis Groupe, it is abundantly clear that most, if not all, of his extravagant claims, from the disappointment of Marcel to the about-turn on Cannes, are nothing more than the usual agency posturing.
Now you can reveal powerful insights for your sector, using the latest JICMail data – and plan more effective mail campaigns to really deliver on your targets. Best of all, it’s free, says MD of Royal Mail MarketReach, Jonathan Harman.
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