Virgin Media O2 looks to create ‘halo effect’ with campaign push
Niamh CarrollDespite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.
Brand building is a marathon, not a sprint
Dr Arry TanusondjajaTake the viral success of Kate Bush’s 1980s classic Running Up That Hill as inspiration and heed the rallying call for continuous advertising.
Sports Direct, Lavazza, Guinness: 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.
Why Dickies isn’t taking its 100-year legacy for granted
Niamh CarrollCelebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
This Much I Learned: Former Nike CMO Greg Hoffman on creative leadership
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
NatWest’s Tyl on unifying with its ‘marketing powerhouse’ masterbrand
Michaela JeffersonB2B payments provider Tyl is pulling closer to the NatWest masterbrand in its first major ad campaign, intended to help the brand become a “really serious player” in the market.
Marketing Week to explore definition and communication of effectiveness
Marketing Week ReportersThe Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
Government preps campaign urging brands to slash prices by cutting marketing
Charlotte RogersThe taxpayer-funded campaign will encourage brands to divert marketing spend into cutting prices, with businesses introducing such measures invited to add the campaign name and logo to their branding.
Use ‘agile intelligence’ to keep pace with a digital world
Marketing Week PartnerIn the last two years, the digital ecosystem has changed drastically, as has the way customers engage and interact with digital platforms. Yet currently too few companies are managing to keep up and reflect this ‘new normal’. So, what’s the solution?
How Direct Line is bringing advertising’s ‘mojo’ back with new Marvel partnership
Michaela JeffersonEntertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Government advice to cut marketing may be ‘deeply damaging’ for UK economy, industry says
Niamh CarrollReacting to news of an upcoming government campaign calling on businesses to divert marketing spend into cutting prices, marketers point out the function’s role as a “growth lever” for both businesses and the economy.
Why marketers should be proud to ‘carry their brands on their shoulders’
Sean HargaveMarketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Brands have a duty to defend women’s rights as Roe v Wade is overturned
Tanya JosephRoe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Google CMO: There’s a massive business opportunity in getting D&I right
Russell ParsonsImproving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
Channel 4 challenges brands to authentically represent disabled people with £1m diversity award
Niamh CarrollChannel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.
Moonpig praises ‘always on’ marketing strategy amid personalisation push
Charlotte RogersThe brand believes a focus on “hyper-personalised” customer journeys, expanded gifting and a subscription service will help it grow following a post-lockdown lull.
Gifts form an emotional connection that discounting can never achieve
Ed WardSavvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
How Direct Line is making its advertising work ‘harder than ever’
Michaela JeffersonAmid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
Is time the most underrated metric in marketing?
Matthew ValentineIs the trade-off between short-term metrics and long-term brand building setting marketers up to fail when it comes to appreciating the importance of time for both brands and consumers?
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Ehrenberg-Bass: Linking brand messages to buying situations wins ‘the mind and the market’
Charlotte RogersBased on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Want to invest in your future? Make ageism a thing of the past
Jonathan DurdenOlder talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
How to navigate from the Great Resignation through the Massive Redundancy
Harry LangInflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
The place where your ad is seen is as important as what it says
Richard ShottonContext-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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Understanding of the fundamentals of good storytelling
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
The benefits and opportunities for brands in B2B social selling
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
What to consider when developing a social media strategy
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s ‘eye-catching’ recipe crowned most effective ad of February
Michaela JeffersonSainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
In-housing: The solution to an industry skills gap?
Molly InnesWith research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Can marketing ever be a ‘green’ job?
Matthew ValentineWtih 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
M&S and Unilever address marketing’s lack of socio-economic diversity
Charlotte RogersOn a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
