Mark Ritson: Byron Sharp is wrong – of course brand perceptions influence sales
Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
How Spotify built its in-house creative team
When Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
Greenpeace, BT & influencer marketing: 5 things that mattered this week and why
Catch up with all this week’s major marketing news including a joint BT and EE marketing strategy, Greenpeace’s ‘Rang-tan’ campaign and the government investigation into influencer marketing.
Renault marries German consistency with French creativity as the brand ‘grows up’
The French car manufacturer admits the brand had lost its way since the 1990s and early 2000s, but that it is making clear moves to boost sales in the UK and build a bigger presence globally.
How to develop a pricing strategy that will make the rest of the business listen
Despite ‘price’ being one of the 4Ps of marketing, not all marketers are in charge of developing their business’s pricing strategy, so how can marketers take control?
Mars on why its top marketers are becoming ‘chief demand officers’
The FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.
Meet LNDR the premium active wear brand that took Nike to court and won
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
Ben Davis: GDPR is here and, yes, user experience is still broken
New data regulations held the promise of an improved user experience for digital services, but the reality is more pop-ups, confusion and inconsistency.
How one UK tech business saw global growth take off
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British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
CMA launches investigation into influencer marketing
The Competition and Markets Authority is to probe whether celebrities and social media stars are sufficiently alerting their followers about paid promotions.
More hands-on and faster-paced: Why young marketers are turning to sectors other than FMCG
Marketing Week Explores: With many young people thinking about their futures today as they collect their A-level results, we discuss the opportunities for any budding marketers looking to enter the industry and whether or not FMCG still offers the best learning ground.
Next generation of marketers want job security over ‘cutting-edge’ brand experience
As the next generation of marketers receive their A-level results, the majority of those interested in a career in marketing want to work at a multinational or established British firm rather than at an innovative startup, according to new research.
Direct Line’s three rules for developing a robust value proposition
MoviePass’s too-good-to-be-true offer reinforces the fact brands have got to create a sustainable value proposition, according to Direct Line Group’s head of brand planning Piers Newson-Smith.
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 […]
How to convert consumers into connected home owners
Sponsored by YouGov
New research from YouGov shows that connected home devices still have barriers to overcome to convince consumers to buy.
Did Vote Leave’s overspend swing Brexit? The marketing industry responds
Marketing analytics experts answer Mark Ritson’s call to action, asking for a definitive industry response to whether the Brexit referendum was won by Vote Leave breaching the rules.
From Coke to Toyota to C&A: How one marketer became a business transformation specialist
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
Marketoonist on watching the numbers
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Thomas Barta: The first rule of brand purpose is do no harm
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Helen Edwards joins Marketing Week as a columnist
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
BT and EE bring brands closer together under unified marketing role
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
Online shopping, influencer marketing, high street footfall: 5 killer stats to start your week
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
Greenpeace takes ‘heart over head’ approach as it looks to widen appeal beyond activists
Greenpeace hopes the emotional story of a girl and her encounter with a young orangutan will bring the global issue of rainforest destruction for palm oil to life.
General Mills focuses on building digital IQ as it looks to take more strategic approach
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
M&S, Asda, Amazon: 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.
Find out which smart home devices are gaining ground
Brought to you by YouGov
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Learn the fundamentals of successful real-time marketing
Brought to you by Selligent Marketing Cloud
Find out how real-time marketing turns top funnel prospects into engaged customers.
Understanding the impact of your marketing activity
Brought to you by ScanmarQED
Although marketers have more data than ever before to help with their decision making, understanding what is really working is still a challenge that is often overlooked in favour of management via vanity metrics.
Learn why voice of customer is key to happy shoppers
Brought to you by Usabilla
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
The ultimate guide to developing your company’s tone of voice
Brought to you by Acrolinx
Learn why your company’s tone of voice matters and how to get it right.
Unlocking influence: 5 ways to ensure effectiveness of influencer marketing
Brought to you by Celebrity Intelligence
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
How to navigate micro partnerships
Brought to you by OneChocolate
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
Email campaign planning: a guide to setting the foundations
Brought to you by Communicator
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
How to successfully go to market with a new product
Brought to you by Bazaarvoice
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
Complete Content: How to engage real humans and sell more stuff
Brought to you by Stickyeyes
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
Customer Inside: A practitioners’ guide to online insight communities
Brought to you by C Space
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
How new technology is making out-of-home more efficient and effective
Brought to you by Posterscope
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
How city marketing is maturing to create global brands
From attracting waves of tourists and appealing to entrepreneurs, to keeping the message relevant for locals, marketers must strike a delicate balance to ensure their destination stands out on the world stage.
Hack your commute: Gamify your life
Ever wished you life was a Final Fantasy video game? Well then there’s an app for you that can help attach stats, points and achievements to any aspect of your life.
Pepsi, Kellogg’s, L’Oréal: 5 things that mattered this week and why
Catch up on all the most important marketing news this week including Pepsi promoting a former marketer to CEO, more clarification around junk food ad rules and L’Oréal’s focus on augmented reality to drive ecommerce sales.
Sign up to our webinar on how to nail AI marketing without alienating customers
Brought to you by Selligent Marketing Cloud
In this webinar, you will get the low-down on why AI marketing is no longer an option, how to get a perfect AI toolkit and how to use AI to increase customer engagement.
Cadbury, YouTube, Converse : The top 10 YouTube ads in July
YouTube’s ad for YouTube Music topped the video rankings in July with the help of Childish Gambino, Sinnead O’Connor, Skepta, Queen and The Beatles.
Helen Tupper: Look before you leap into a new career
‘Pivoting’ your career is tough to do, but can be achieved much more successfully if you take steps to prepare.
How Mozilla has adopted an ‘agile’ approach to make marketing more effective
Mozilla’s marketing boss is using his background in product development to bring a more collaborative and ‘smarter’ approach to running a marketing department that he believes takes away unpredictability and improves effectiveness.
How Gandys has built a brand without advertising
The Forkan brothers are aiming to build a global flip-flop brand with Gandys but would rather see their profits invested in charitable projects than going on major ad campaigns.
L’Oréal looks to drive up ecommerce sales in AR partnership with Facebook
The collaboration will see L’Oréal’s beauty brands create augmented reality experiences that can be delivered through Facebook as it looks to bring the technology to the masses.
Lufthansa on why having one agency model ‘doesn’t work’
Working with agencies that are nice to the brand – and each other – is the only way to build the trust needed to achieve your best work, says Lufthansa vice president of marketing, Alexander Schlaubitz.
Recommended reading: Speaking with passion and building brand experience
Marketing Week reviews the latest books for marketers.
Tanya Joseph: The finance sector needs to change to get more women to invest
Women are far less likely to invest in stocks and shares than men, but a change to how the industry is marketed could help to solve that inequality.
How Virgin Holidays is going beyond bookings to ‘inspire change’
Virgin Holidays’ new marketing boss wants the company to be a “force for good” beyond just helping people book holidays as it prepares to launch a new marketing campaign, its first in partnership with sister brand Virgin Atlantic.
Mark Ritson: Calling all marketers – it’s up to you to prove if Vote Leave’s overspend swung Brexit
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.
KFC and Kellogg’s ads banned for promoting junk food to children
The UK ad watchdog has ruled that two ads for Coco Pops Granola and Mars Krushems must not appear again in their current form, but McDonald’s escaped a ban on two fronts.
Tom Goodwin: When disruption means breaking the law, how do brands respond?
Startups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
Renault brings back Thierry Henry to reignite ‘va va voom’
The French striker returns to British screens as part of a new series of TV idents to broadcast live matches and non-live programming of the Premier League season.
One marketer on falling out of and back in love with big brands
From colouring in sketches of shoes in the 1980s, to launching the most complained about ad of the year in the 1990s and turning around the fortunes of a jeans brand “in freefall”, Sue Chidler’s marketing career has certainly kept her busy over the last three decades.
Marketoonist on the ROI of marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Colin Lewis: FMCG has become a breeding ground for underperformance
The big FMCG companies might still get the kudos from marketers, but on results, innovation, insight and diversity they have taken their eyes off the ball and let nimble disruptors in.
MoneySuperMarket looks beyond incentives to boost engagement in a promiscuous market
While other price comparison sites are looking to attract customers with 2-for-1 cinema tickets or reward schemes, MoneySuperMarket hopes a focus on making its service more useful outside of price comparison will increase loyalty.
Innovation, women’s sport, ad spend: 5 killer stats to start your week
We arm you with all the marketing-related numbers you need such as: the UK experiences its 19th consecutive quarter of ad spend growth and Britain sees 1.5 million new car registrations in 2018.
PepsiCo gets a new CEO as Indra Nooyi steps down
Nooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes.
Consumers prefer to discover brands than be subject to advertising
Sponsored by Mention Me
New research by Mention-Me finds that 71% of consumers prefer to discover brands themselves via channels such as friend’s recommendations, browsing in-store or online searches, than from traditional forms of push advertising, with endorsements acting as a valuable tool to spark discovery.