A host of new brands are emerging, using surplus food and discarded plastic to offer consumers a sustainable alternative to everyday items like ketchup, beer and backpacks.
Coca-Cola is launching a marketing campaign to encourage people to recycle its bottles as it attempts to reduce its environmental impact.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
In this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing.
As the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.
In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later.
Toast Ale, which is made from surplus bread, has rebranded, dropping its sometimes “preachy” communication to better engage consumers.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
YouGov’s latest report analyses the key characteristics that employees and employers need to possess – and avoid – to create successful workplaces.
From Lego’s first global marketing campaign in three decades to O2’s England Rugby push and Next opting for targeting over mass reach, catch up on all this week’s biggest marketing news.
Marketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
The energy provider is launching a campaign to tackle air pollution as it looks to challenge sector norms and how customers view E.ON.
Next is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert.
Sit back, grab the popcorn and enjoy what will surely prove to be the most competitive commercial contest in marketing history.
Shoppers of direct-to-consumer brands are more affluent, have higher expectations and display different media behaviour to the general online population, according to new research
Unrivalled coverage, alongside practical advice
Marketing Week reveals the top 100 most effective marketers in the UK, as judged by some of the marketing industry’s most respected names.
With confidence in marketing hitting a low point, how can the industry change negative perceptions and reclaim customer trust?
We’ve enlisted some of the marketing industry’s most illustrious names to determine the UK’s 100 most effective marketers. Find out who the judges are and what they think makes a great marketer.
Being an empathetic leader, committed to progressing the talent in your team, will go a long way towards helping marketers extend their influence within organisations.
While brands from Visa to Coca-Cola fought for a piece of the women’s football action during the summer’s World Cup, now is the time for clubs to capitalise on the attention to achieve a sustainable future.
Marketers who incorporate data into storytelling to explain the ‘how’ as well as the ‘what’, ‘who’ and ‘why’ will have a far greater chance of engaging listeners.
Consumers don’t perceive price in absolute terms but relative to similar products, so if you want to change your pricing model you just have to change your comparison set.
Digital Shift: The changing martech landscape and horizontal innovation
From the ever-changing martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, this Digital Shift report from Econsultancy covers all the hottest topics in digital marketing. Click below to listen to the accompanying webinar. Listen to the webinar
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]
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With an estimated 1.3 million regular users of CBD in the UK, more brands than ever are infusing products with the extract. But with a complex regulatory environment and drug connotations, how can marketers make the most of this craze?
Gillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.
Marketing Week Explores: As brands strive to develop the next big innovation, the best strategy for success could be to collaborate with partners and search for ideas from across the entire organisation.
Marketing Week reveals the top 10 marketers in the online and disruptor sectors, part of our Top 100 Most Effective Marketers project.
Marketing Week reveals the top 10 marketers in the charity and public sectors, part of our Top 100 Most Effective Marketers project.
To win over internal sceptics, marketers must forge stronger bonds with the C-suite by talking about marketing as a lever for growth and better defining their scope and impact.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Progressive web apps are growing in popularity, particularly among online retailers, as they look to improve the mobile experience and increase sales.
Online auction giant eBay is extending its customer-centric approach to help SMEs in Wolverhampton revive the struggling high street.
GoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
New research sheds light on which charities consumers are most likely to donate to, why they don’t give, and how to engage more young people with good causes.
When the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
At a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
