If purpose is so important to brands why are so many failing to measure its impact?
Some 60% of brands are missing the opportunity to truly engage consumers by failing to measure the impact on society of their purpose campaigns.
Richard Shotton: If you want to earn consumers’ love, flaunt your flaws
Marketers need to be confident enough to turn challenges to their advantage, rather than airbrushing out their imperfections and claiming extravagant benefits.
M&S’s shake-up suggests its ‘one brand’ marketing strategy didn’t work
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
The emerging tech that promises to disrupt marketing
Marketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
Kraft Heinz UK CMO on bringing ‘the magic’ back to marketing
A year into the role, Steve Chantry is committed to shifting people’s perceptions of the business from ruthlessly cost-driven to one that is built on effectiveness.
‘Data doesn’t need to be big or creepy to shed light on consumer psychology’
In a post-GDPR world, there will be little value in large behavioural and demographic databases when just a few contextual psychological insights are more effective, says CrowdCat chief scientist Richard Summers.
Odeon’s MD on making the cinema experience relevant for the Netflix generation
Carol Welch, Odeon’s managing director for the UK and Ireland and a former marketer, explains why the UK’s largest cinema chain is going back to its roots to rejuvenate the industry and accelerate growth.
Channel 4, ITV and Sky join forces to prove value of on-demand to marketers
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
Why brands must make data security part of their mindset
Sponsored by Braze
With the GDPR deadline looming and consumers’ mobile activity creating more data every day, people’s trust is now heavily dependent on how brands protect their data, says Braze co-founder Jon Hyman.
Mark Ritson: Wetherspoons ditching social media is brand leadership at its best
JD Wetherspoon chairman Tim Martin has been criticised for closing the brand’s social media accounts, but it shows he’s brave enough to decide they don’t fit his target market or objectives.
Waitrose puts focus back on food in new brand campaign
Waitrose is looking to showcase the quality of its ingredients and get people cooking simple everyday meals in its new marketing campaign.
How blockchain is disrupting loyalty
The loyalty market is ripe for disruption, according to a number of brands who believe blockchain is the answer to building trust and improving customer experience in the long term.
From mountains to cities: How The North Face is looking to engage a new community
The North Face’s latest global campaign wants to inspire women from all walks of life to explore the great outdoors.
How to build a digital culture
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, […]
The fundamentals of B2B digital transformation
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 […]
Marketing measurement and analytics: What you need to know
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 […]
How marketers learn
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 […]
How to build and execute an ecommerce proposition
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 […]
Creating and executing a content marketing strategy
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 […]
Google, Facebook, luxury brands: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
M&S, Tenzing, WPP: 5 things that mattered this week and why
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
P&G looks to even greater marketing efficiency to help tackle disruption
The FMCG giant wants to make sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
Walmart revamps its website, KFC replaces fire with flaming fried chicken: International round-up
Plus Jamie Oliver’s Australian restaurant group goes into administration and Baskin Robbins’s meme-inspired ad campaign.
Sign up to our webinar on the principles of experimentation
Brought to you by Conversion
Learn about the fundamental principles that define effective experimentation.
Publishers launch new audience currency in bid to attract more ad dollars
The UK publishing industry is launching what it claims is its most robust audience measurement to date in an effort to win back trust from advertisers and simplify the planning process.
Why seamless service sets the best marketing apart
Sponsored by Salesforce
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
M&S marketing boss Patrick Bousquet-Chavanne departs in shake-up of marketing structure
His departure is part of a wider shake-up that will shift marketing from being a central function to one managed by M&S’s two businesses – clothing and home, and food.
Marketing budgets see slowest growth for two years as main media slips into decline
Internet marketing budgets grew at the lowest rate since 2015 in the first quarter of the year, according to the latest IPA Bellwether, while main media advertising slipped into negative territory for only the second time in five years.
Marketers’ job prospects take a hit over economic uncertainty
Almost 30% of marketers say they plan to increase their workforce over the next three months, according to the new IPA Bellwether; however, some were not so confident as concerns over Brexit and consumer confidence mount up.
Former Red Bull marketer on shaking off the unhealthy image of energy drinks
Huib Van Bockel is launching the first marketing campaign for his natural energy drink Tenzing as he looks to “ride the wave” of the sugar tax.
Find out what the future holds for print buying
Brought to you by Bluetree Connect
Learn how automation is revolutionising the way marketers source their print
Find out how to develop omnichannel customer support
Brought to you by Zendesk
When it comes to providing customer support, many organisations believe they only have two choices: deliver an excellent service over a limited selection of channels, or spread themselves thinly over many. Neither is ideal, but fortunately they are not the only choices.
Digital asset management for the modern marketer
Brought to you by Bynder
A role-by-role breakdown of how smart marketing teams stay agile with digital asset management in 2018.
Why traditional business intelligence and visual analytics no longer work
Brought to you by Datorama
While the information-rich customer moves across new channels, devices, and purchase and review touchpoints, data-driven marketers must keep stride with a vast array of marketing, advertising and customer technology tools to create customer journey paths that engage, convert and delight the customer.
How AI is transforming marketing
Brought to you by Datorama
Few technological advances complement marketing as well as artificial intelligence and machine learning. Playing a key role in everything from data integration to insight generation, AI enables marketers to scale endlessly while never missing an insight.
Customer intelligence in the era of data-driven marketing
Brought to you by SAS
Learn how analytics can help your marketing department focus on customers in ways that will benefit your company even more.
A guide to modernising marketing organisations
Brought to you by SAS
Learn how marketing leaders from Lenovo, Visa, RCI, SAS and Comerica are implementing analytics, redefining marketing strategies and transforming their cultures.
The age of now – creating real-time customer engagement
Brought to you by SAS
Businesses must move away from a channel-specific approach with fragmented systems and rules, and embrace a centralised analytical decisioning capability that can analyse data in a timely manner with the ability to inject insight into any customer interaction across any department and channel.
Creating meaningful real-time customer interactions
Brought to you by SAS
Using contextual data in conjunction with types of predictive analytics to determine the what, when and where for customer offers can provide benefits well beyond marketing and customer experience.
Learn about the 12 content marketing KPIs not to miss
Brought to you by Datorama
With the right content marketing KPIs, you can learn how to steer content in the future, better understand your audience, and optimise already existing content to drive more of your core marketing targets.
How to use analytics to answer marketing’s top five questions
Brought to you by Datorama
Getting your data connected and unified plus future-proof it against change are the foundations of successful marketing performance optimisation strategies. With this solid foundation, you can get the most of your analytics, visualisation, collaboration and action-based tool sets.
Find out how to transform your content marketing strategy in 90 days
Brought to you by Stickyeyes
Learn how to create and execute a strategy that reaches your core audience and boosts your brand’s message in 90 days.
Innovation, creativity and packing a punch: What makes marketing effective
What is key to creating effective marketing? With entries now open for the Marketing Week Masters Awards, we speak to five of our judges to gain some insight into what goes into an award-winning campaign.
Marketoonist on inflated marketing claims
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How Siemens is evolving its employer brand to attract new talent
Siemens wants to shake off perceptions that it is “traditional, large and not fast-moving” and show its “sexy” side as it looks to increase its appeal to future employees amid growing competition from the likes of Google and Tencent.
Urgent change is needed at WPP despite Sorrell’s transformative legacy
Sir Martin Sorrell may have built up the world’s largest agency holding company, but with the race to the bottom on price more or less complete WPP needs to find new ways to meet marketers’ needs.
5 killer stats to start your week
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
GDPR: Third-party data and privacy notices – sign up for our latest webinar
In the final of a three-part webinar series, we will explore questions around third-party data, privacy notices and the essential things you need to do in the final weeks before the 25 May deadline.
YouTube, Disney, data transparency: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Sir Martin Sorrell abruptly exits as boss of WPP
WPP CEO Sir Martin Sorrell has stepped down following an investigation into personal misconduct, raising huge questions about his successor and the future of the company he founded 33 years ago.
The Economist promotes CMO to COO as focus moves from growth to profit
The restructure also combines the circulation division, now the largest contributor of profits to The Economist, with the sales, marketing, events and analytics teams.
P&G, Tesco, O2: 5 things that mattered this week and why
Catch up on all the marketing news from this week including P&G’s new agency model, Tesco’s Clubcard plans and Asos’s views on Instagram shopping.
Thomas Barta: The #MeToo movement should be a wake-up call for all leaders
The recent #MeToo campaign is a reminder of the important role we all have as leaders: building confidence.
Why one startup is investing 100% of its crowdfunding into marketing
Online fashion retailer Own The Look has spent the past year ramping up its business and is looking to raise £250,000 through crowdfunding, all of which it plans to spend on marketing.
Asos: Instagram shopping could either turbo-charge our business or threaten it
While Asos would rather keep consumers on its own site, CEO Nick Beighton said he is open to experimenting with new ecommerce channels, including Instagram Shopping, over the next 12 months.
How Boden’s digital transformation helped it pounce on the ‘Kate effect’
Sponsored content
Cutting out the “grey areas” in its creative services team has enabled Boden to react faster to customer demands at an event sponsored by Workfront.
Adidas makes jerseys from plastic, Dove tackles low self-esteem among school girls: International round-up
Plus American Express champions work-life balance in new ad series and Manchester City announces partnership with South Korea’s Nexon.
Why Mytaxi’s four-month rebrand window meant it ‘couldn’t miss a beat’
When Mytaxi masterminded its four-month transition from Hailo, CMO Gary Bramall says working quickly was essential to avoid “fragmentation, inconsistencies and incoherence” and remain competitive.
O2 brings separate agency partners together in move to foster creativity
O2 is trying to break down the siloes in its business, both internally and with agency partners, in a move aimed at inspiring innovation and creativity.
Tesco readies more changes to Clubcard as it looks to get back to ‘rewarding loyalty’
The supermarket sees Clubcard as one of the key ways it can build on improving consumer perceptions of the brand, which have already tripled over the past three years.
Marketers from F1, Virgin Atlantic and RBS revealed as judges for Marketing Week’s Masters Awards
By entering this year’s awards, your work will be seen and judged by top marketers from some of the biggest global brands in the UK’s biggest celebration of marketing excellence.
Lords call for investigation into ‘dysfunctional and opaque’ digital ad market
Senior peers have called on the Competition and Markets Authority to investigate Facebook and Google’s dominance of the digital ad market after hearing concerns from the industry that a lack of choice is making it hard for advertisers to gauge value for money.
How small businesses are tackling GDPR
No business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
Under Armour, Nike, Apple: The top 10 YouTube ads in March
Last month’s top ads on YouTube feature Anthony Joshua’s mental preparation ahead of a fight for Under Armour, Nike’s new Mercurial football boots and the first rap battle between a voice app and a rapper for the Trainline.
How ASOS used Instagram to boost recall and awareness
Sponsored content
P&G shakes up agency models as it puts the focus back on creativity
Procter & Gamble is introducing three new agency models, including a a multi-agency group that will include the best talent from rival agencies as it looks to get the focus back on creativity.