What is the impact of marketing’s age diversity ‘blind spot’?
Molly InnesWhat are the consequences of a lack of age diversity in marketing teams on consumers and how can brands remedy the problem?
The 10 brands Ritson thinks are ‘smashing it’
Marketing Week ReportersIt’s sometimes easy to focus on the negatives, but there are many brands that should be heralded for their marketing prowess. Mark Ritson has selected 10.
Market share, top UK ads, diversity: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Why one business revamped its brand to turbocharge recruitment
Marketing Week ReportersFollowing the twin blows of Brexit and Covid, care home provider Anchor set out to overhaul its employer brand in a bid to attract high quality talent.
Customer focus and place: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
Robinsons unveils first major rebrand in a decade to kick off fresh marketing push
Michaela JeffersonA “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
What marketers are doing to ensure ‘place’ is part of their remit
Matthew ValentineAs new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Why marketers must understand design better
Marketing Week PartnerAppreciation of the design process should permeate an entire organisation, not just its in-house creative team.
Toblerone’s brand image won’t be hurt by losing the Matterhorn
Mark RitsonRemoving the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Sainsbury’s, Kellogg’s, Twitter: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Sales promotions pioneer Alan Toop has died aged 88
Marketing Week ReportersThe former Marketing Week contributor started his career as an FMCG marketer, before making his mark on the industry as co-founder of one of the “foremost” specialist consultancies for sales promotions.
AB InBev credits marketing with driving ‘highest-ever’ volume sales
Niamh CarrollCEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
ITV warns of declining ad revenue in 2023 despite rapid digital growth
Michaela JeffersonITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
KFC’s Meg Farren: Marketing is a ‘brilliant training ground’ to lead a business
Niamh CarrollKFC’s UK general manager Meghan Farren says she is thankful to have “fresh eyes” on the business, having left her CMO position in 2021 to join Asda as chief customer officer, only to return a year later in her current role.
Reckitt plans ‘significant’ rise in brand investment following return to profit
Michaela JeffersonIn 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
Former Gousto CMO joins Comparethemarket as first chief revenue officer
Molly InnesThe online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.
Should marketers be in the product development ‘driving seat’?
Matthew ValentineA cornerstone of the 4Ps, has product fallen out of marketing’s control or does the level of influence depend on the scale of the brand?
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Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark RitsonOur marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing.
‘Great minds don’t think alike’: Brands on navigating design agency relationships
Matthew ValentineIf marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
Two steps to lift-off: Behavioural biases to boost your product launch
Richard ShottonFor the best chance of a successful launch, brands should aim to offer something new but not too new, while using scarcity to boost desire.
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Don’t listen to the industry sages, they’re not your ad’s target
Mark RitsonAdvertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
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Brand diagnosis is the brand manager’s first job, so prioritise it
Mark RitsonMarketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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How to turn data into insight and action
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
How to create a brand purpose
This quick guide provides advice for businesses seeking to define or rework their brand purpose.
A starting point for brands facing changes to marketing budgets
This quick guide provides a starting point for brands facing changes to marketing budgets in challenging times. It covers key strategic considerations and tactics for optimising spend, showing how to do more with less.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
The most important part of AI is the human intelligence behind it
Catherine KellyArtificial intelligence is a powerful and exciting technology with the potential to revolutionise many industries, including marketing. However, human intelligence ultimately determines how effectively AI is used to drive real-life benefits.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.