L’Oréal prioritises voice search as AR struggles to ‘ramp up’
The French beauty giant admits while there is ‘momentum’ behind digital it is yet to ‘crack ROI’.
Danone on why it’s repositioning as a ‘manifesto brand’
French food group Danone is hoping to spark a revolution with a new brand identity focused on the future of food.
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.
Nils Leonard: ‘More agencies need to have marketers in their mix’
Nils Leonard has gone from chief creative officer at Grey to launching his own coffee brand, a move that he says has taught him a lot about the job of a marketer and what needs to be done to improve client/agency relationships.
Vote for your Brand of the Year
Amazon, Argos, Aviva, Brewdog, Cancer Research UK, Just Eat, Maltesers, McDonald’s, Tesco and Yorkshire Tea will battle it out to be crowned The Masters of Marketing Awards’ Brand of the Year.
A letter to my younger self: Hostelworld CMO Ottokar Rosenberger
If you could go back to the start of your career and tell yourself everything you know now, what would you say? Hostelworld CMO Ottokar Rosenberger lists the advice he wishes he’d had.
Santander adopts agile marketing approach as it looks to increase effectiveness
The bank brand will evaluate the performance of a new campaign for its Santander Cycles sponsorship every week, a much shorter period than normal, as it looks to move the industry away from long buying and production cycles.
Microsoft’s Kathleen Hall: Marketing should be about simplification and distillation
The tech giant’s corporate vice-president of brand, advertising and research, shares her views on what most derails marketers today and what it takes to be a good leader.
Colin Lewis: Friction is the one thing between you and more sales
Friction is anything that slows the customer down when buying your stuff, and we can choose to introduce it or not. But just remember, friction costs you money.
HP’s CMO: We must be business people first and marketers second
Antonio Lucio believes marketing must be about building the business, not just the brand, if it wants a seat at the top table.
Why Pinterest doesn’t want users to spend more time with the brand
Increasing dwell time is not the platform’s goal, according to president Tim Kendall, who instead wants to help people achieve their objective with the “least amount of friction”.
Samsung on its Note 7 phone scandal: ‘We would not wish it on any marketer’
The phone brand’s US CMO spoke at Cannes about how Samsung had to change its marketing strategy to ‘humanise’ the brand after the Note 7 was recalled after a number exploded.
P&G’s Marc Pritchard: We are 50% of the way to cleaning up digital
Pritchard believes the work will be complete by the end of the year after the digital ad industry “stepped up”, but he warns that “then the hard part starts”.
Dollar Shave Club’s secret to marketing success: ‘Bite down on a human truth and don’t let go’
The razor subscription service explains how it is keeping its ‘disruptive’ tone of voice after being bought by Unilever last year.
Snapchat, Facebook, Holland & Barrett: Everything that matters this morning
We round-up everything that matters in the world of marketing.
Amazon, P&G, Unilever: 5 things that mattered this week and why
The marketing news that matters this week including British Airways losing one of its top marketers, Unilever battling gender stereotypes and Amazon moving into fashion.
‘Brands must do more on LGBT representation’ argues Pride as it launches first ever TV ads
Pride In London will team up with Channel 4 to launch the TV campaign as both look to mark the 50 years since Parliament first voted to start legalising homosexuality.
International round-up: Google’s potential fine, Alibaba partners with Publicis
Plus Fox follows YouTube with six-second ad format, Comcast brings blockchain technology to TV advertisers.
Marketoonist on extreme market research
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Facebook’s Carolyn Everson: ‘There should be no limit to what women can do in business’
The days of women having to follow advice on how they should act to get ahead in business are over, she claims, and instead they should focus on being their ‘authentic selves’.
Unilever’s Keith Weed on how cutting agencies will improve its advertising
The FMCG giant says media fragmentation had led to ‘fragmentation of time and budgets’, but it now wants to focus on more consistent marketing.
The representation of women in advertising hasn’t improved in a decade
A new report released at the Cannes Lions festival highlights how men get four times as much screen time as women and are more likely to be shown as leaders.
Samsung on why it chose to take risks and ‘fight complacency’ during its phone crisis
Samsung’s global marketing boss says innovation and a focus on emotionally-driven marketing has helped the brand bounce back following a difficult 2016.
Nine ways to make the most of Facebook advertising
Brought to you by Channel Advisor
Did you know that Facebook now boasts 1.8 billion monthly active users? And with ad revenues in Q3 2016 reaching an incredible $6.8bn, it is no wonder why more and more retailers are finding it difficult to resist the platform’s immense advertising potential.
Mobile marketing cookbook: Whip up the best push notification strategy
Brought to you by Tune
There are millions of apps throughout several app stores. This means that more than ever, it’s vital to have a plan for keeping your app alive and successfully generating revenue. We have whipped up a mobile marketing cookbook; inside you will find steps to perfect your push notification recipe.
Demystifying digital – a guide to better digital marketing
Brought to you by Ebiquity
The pace of change in digital media is dizzying. With constant innovation and increasing complexity, it is not surprising that many marketers feel both out of control and out of their depth. Taking control of and responsibility for digital is the key to becoming a better marketer. This guide covers advertising efficiency, programmatic media buying, […]
The GDPR: Our guide to what’s coming
Brought to you by Communicator
The General Data Protection Regulation is coming in 2018, bringing with it changes to data protection and compliance laws backed by huge fines. This is a big deal for marketers. Communicator’s guide to what is coming is the first in their series, telling you what to expect and giving you a starting point to assess […]
Behaviour change: Disrupt your consumers, not your innovation
Brought to you by Mash
In today’s fast changing world of changing political landscapes, emergent technology, accelerated competition and seismic cultural shifts, growth has never been harder to come by. Deploying behaviour change strategies remains a key tool for global brands to unlock growth without the scale of investment and risks inherent in innovation.
Four simple steps to implementing the ultimate digital retail experience
Brought to you by Mapp
Kick-start your multichannel, one-to-one customer engagement strategy. Download ‘The secret recipe to create the ultimate digital retail experience’ to discover the challenges of providing a personalised shopping experience and how to overcome them, including examples of how retailers are already doing this today. What is the ultimate digital retail experience? Why experience matters in the […]
How to use content to better motivate modern travellers
Brought to you by Olapic
In an increasingly competitive travel marketplace, driving engagement and bookings with important travel audiences is an enormous challenge for brands. To help supplement the need for high-quality, personalised content at scale, many brands have turned to travellers’ own content on networks like Instagram and Facebook. But what motivates travellers to create and share brand content? […]
Brands and retailers: What’s your relationship status?
Brought to you by Channel Advisor
As a branded manufacturer, do you sometimes feel like you’re adrift in the rising tide of ecommerce – unsure of which direction to turn? Retailers have adapted to ecommerce, and most sell their products online. But for brands, it’s different. Each brand has unique needs and circumstances that dictate whether they should sell directly to […]
Ten Affiliate Marketing Trends for 2017
Brought to you by Affiliate Window
Each year, Affiliate Window provides an insight into the trends that will shape the affiliate channel. In this white paper, the network considers how the role of smartphones will be better understood; the rise of China and the global consumer; and the other key trends from across the affiliate channel. Download the white paper now.
Fostering closer customer engagement and nurturing loyalty with personalised marketing
Brought to you by IBM
To safeguard its share of an increasingly competitive savings and investment market, Standard Life created a fully integrated marketing process. Deep insights into individual customer preferences help boost inbound conversion by 8%, reduce the risk of churn and strengthen its position in a fast-changing regulatory environment. Read the white paper for more insight into personalised […]
The right time for real-time marketing
Brought to you by IBM
Applying real-time marketing practices and adding the ability to integrate customer behavioural data from all channels, delivers even greater marketing precision and improves customer engagement for the long term. Learn how with this white paper.
A guide to digital publishing
Brought to you by Instant Magazine
With buzz words like ‘digital transformation’ floating around the marketing arena of 2017, you are going to need to swot up and know the key aspects of publishing relevant content. This whitepaper covers everything from typography to revenue models.
Mark Ritson: Machine learning may be the future but it’s still pretty dumb
If machine learning is so clever, why does Spotify recommend such rubbish songs and Amazon suggest the stuff I already own in different colours?
TripAdvisor’s CMO on its transformation into a booking site
TripAdvisor’s CMO, Barbara Messing, talks to Marketing Week about how the brand is well known but not known well, and how the company’s latest campaign looks to change that.
Amazon takes on Asos with the launch of Prime Wardrobe
The ecommerce giant is hoping to make major inroads into fashion retail with the launch of a new tailored delivery service.
BA’s director of customer experience Troy Warfield departs
The airline says it plans to appoint a successor for Warfield, who was only in the role for 18 months, “in due course”.
YouTube lifts the lid on how it is tackling extremist content
YouTube says it recognises it needs to improve brand safety, and is using machine learning to help it crack down on unsavoury content.
Unilever teams up with UN Women, Mars and Alibaba to wipe out gender stereotypes
The FMCG giant is launching the new global Unstereotype Alliance at Cannes Lions with the aim of banishing stereotypical portrayals of gender in all major advertising.
Join Asos, Just Eat and Shop Direct at our AI event Supercharged
The event, taking place on 4 July in London, will look to explore the link between marketers and machines and how to maximise results.
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.
Burger King: With creativity, the biggest risk is taking no risks
Burger King, the Cannes Lions creative marketer of the year, explains how the brand stands out when it has competitors that “always outspend” it.
Cannes Lions 2017
‘We are not going to directly compete with Google and Facebook’ claims Oath boss
Speaking at a press conference this morning at Cannes, Tim Armstrong, the CEO of the company, said his goal was to create a new path for the business centred on consumers and product development.
McDonald’s, FA, Facebook: Everything that matters this morning
We round-up everything that matters in the world of marketing.
How to mastermind a career rebrand
Unwilling to be typecast by any one role, marketers are orchestrating strategic career rebrands that not only grow their skillset, but add real value to the business.
Amazon continues its journey into food with £10.7bn acquisition of Whole Foods
Jeff Bezos, Amazon’s founder and CEO, says the move makes good business sense because “millions of people love Whole Foods Market”.
McDonald’s ends 41-year Olympic sponsorship
The fast food giant has ended its deal with the IOC three years early, saying the decision is part of its “new global growth plan”.
Uber, Instagram & Protein World: 5 things that mattered this week and why
The marketing news that matters this week including Uber trying to rebuild brand perceptions, the return of Protein World’s marketing director and consumers losing faith in digital media.
AOL’s digital prophet claims the ‘four Ps of marketing’ are ‘absolute rubbish’
David Shing also suggested the era of celebrity influencers was coming to an end.
How media brands are changing tactics to make the most out of audiences
As print sales fall, media brands are finding news ways to engage younger readers and get different audiences to subscribe.
Tesco sales growth hits seven-year high as CEO insists it will try to keep prices low
Price rises are a “last resort”, according to Tesco CEO Dave Lewis, who has led the supermarket giant to a sixth consecutive quarter of sales growth.
Get ready for Cannes: Everything you need to know
The Cannes Lions Festival of Creativity (to give it its full name) is a time for marketers to share new ideas and get under the skin of some of the world’s leading brands. Ahead of what promises to be a jam-packed week, Marketing Week rounds up our top picks of what to see and do.
Thomas Barta: Customer experience is a marketer’s biggest leadership challenge
Unless marketers step up and take the lead, great customer experiences will remain a corporate fantasy.
Disney prioritises ‘audience centricity’ in commercial overhaul
The media giant says it is changing its sales and partnerships strategy to become more linked up and have a “broader offering” across its different brands.
Facebook, Sky and Virgin Media look to tackle brand safety issues
Facebook is introducing new features that will give marketers more control over where their ads appear, while Sky and Virgin Media are partnering to offer what they hope will be an alternative to digital amid transparency and brand safety issues.