As Nina Bibby unveils her last major campaign for O2 after eight years heading up marketing, she says her team’s ability to drive commercial growth while delivering for customers is one of her proudest achievements.
The travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
Neuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Mark Ritson outlines how to build a robust research plan and explains why marketers must find time to get to grips with diagnosis.
Currys is by far the superior brand of the four merging businesses, but a number of challenges lie ahead for the electrical goods retailer.
In Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
Marketers cannot be an expert in everything, so instead they should home in on opportunities that excite them, advises Waitrose customer director Martin George.
From leading with empathy to giving mothers the space to adjust to life working from home, brands must support marketers returning from maternity leave during the pandemic, or risk losing talent forever.
At a Festival of Marketing roundtable with The CMO Club, the industry’s favourite sceptic emphasised why brands need to make themselves famous and demand their agencies double down on creativity.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Being consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.
The former agency boss replaces Jude Bridge at the helm of the marketing consultancy.
Five years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.
Stella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
Thirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
The Government has confirmed that it is moving forward with its proposals for HFSS advertising restrictions, under which Cadbury will be unable to widely advertise its 30% reduced sugar Dairy Milk chocolate.
The famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
As companies from Coca-Cola to Mondelēz weed out underperforming brands to focus their energy on the products best set to deliver growth, is innovation becoming far more selective?
Coca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
Marketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
Many marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
The collapse of the breakaway European league was a failure to understand the needs and wants of a market.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
BlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
