From the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
Marketers need to be able to read the cultural mood and fully understand their brand tone of voice if they want to tread the fine line between sparking conversation and causing offence, says Cheryl Calverley.
The coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
The frozen food giant has decided to ditch its premium fish brand as it looks to make better use of the Captain’s dominance in the category and be seen as ‘everyday premium’.
Philippa Snare, Facebook’s head of EMEA marketing, says marketers must aim higher because their resilience and experience means they are in a great position to lead successful businesses.
Marketers know connected customer journeys are key to their success yet most aren’t fully satisfied with their ability to achieve it, with the challenge being to turn data from each touchpoint into actionable insight.
Former Heineken and Sainsbury’s marketer Sarah Warby warns marketers against trying too hard to relate everything back to ROI or risk looking “like an idiot” in front of finance.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
Marketers express their fears about the future of marketing if the next generation become too obsessed with data.
The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.
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, […]
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 […]
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 […]
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 […]
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 […]
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 […]
Marketers that don’t take consumers’ growing use of messaging platforms seriously will quickly be left behind, as distinctions fade between conversations with friends and those with brands.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As Britain prepares to leave the European Union, the UK ad industry is looking to establish a much higher profile internationally, with growing interest directed at China, the US and Japan.
While Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
We arm marketers with all the numbers they need to tackle the week ahead.
Taking some time to think about the day’s work can help improve performance. And there are studies to prove it.
Many marketer look to move between sectors to help accelerate their career but AB InBev’s UK and Ireland marketing director Tatiana Stadukhina says there are challenges so it’s important to ensure the culture is a good fit.
Catch up on all the biggest marketing news this week including Starbucks’s move into dark social, Aviva’s attempts to rebuild trust in the insurance market and how Direct Line is diversifying its marketing.
Being made redundant can knock your confidence and make you doubt your abilities. But the advice from those who have experienced it is to start networking, reassess you career direction and come back stronger.
Targeted at the experience hungry millennial market, Camelot believes the Set for Life game will take players to an “emotionally different place”.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
The way young people perceive digital influence is critical to the future of influencer marketing, with 61% of millennials claiming they have been influenced by a social media content creator.
Digitisation has broken down silos separating PR and comms, marketing and advertising, allowing effective campaigns using paid, owned and earned media.
Resellers don’t choose not to adopt digital marketing but they do struggle to do it on their own, meaning your channel partners may need your help to embrace it.
Access the latest trends on ROI comparisons for offline and online marketing, split by channel and strategy, and find out what factors really drive ROI.
Find out how harnessing your data to understand your customers’ value can help you create one of the most useful tools your business can have.
Download this case study to find out how the upmarket retailer optimised its search strategy to prevent losing sales through duplicate web pages.
YouGov analyses how retail brands are faring on consumer perception metrics in a challenging environment.
The PR discipline needs to adapt in order to be recognised for its strategic role and be seriously considered in board-level conversations.
Brand purpose is among the most talked-about topics in marketing today, with companies’ challenge being to link their business credibly to doing social good.
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 what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Why should your business harness the power of social media to reach other new markets?
Marketing Week Explores: From the benefits of bringing new thinking to an unfamiliar sector to driving change as an interim marketer, Marketing Week explores the opportunities and challenges of taking a different path.
Marketing Week reviews the latest books for marketers.
Why it’s time marketers became B2B changemakers and used disruption as a catalyst for growth, scalability and competitiveness.
There will be many uses for machine learning in the future, but right now marketers should focus on improving sales by continually tweaking communications.
Marks & Spencer’s motivations for sponsoring ITV’s long-standing talent competition are clear, but driving short-term sales growth could come at the expense of longer-term brand health.
If Elizabeth Warren or another Democrat wins the White House, Facebook, Google and Amazon may finally realise they can’t hang on to their dominant positions forever.
Whether it is Nike championing Colin Kaepernick, Lacoste changing its logo or Gillette’s ‘The Best Men Can Be’, it is better to stand up and be criticised than not do anything at all.
Unilever’s outgoing marketing boss says that despite a challenging business environment, marketers must take a “we approach” to business and position as future-forward to succeed.
The supermarket’s group brand director Michelle McEttrick was hired for her marketing know-how rather than her retail knowledge as Tesco looked to turnaround its fortunes.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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.
Centaur Media recently brought together its leading marketing and creative brands under the name Xeim, which derives from ‘excellence in marketing’. But what does excellence in marketing mean?
Marketers are more emotional than many of their colleagues, which makes earning respect difficult, but they can gain influence by speaking the language of logic.
Aviva is launching what is claims is an industry-first subscription product that aims to rebuild trust in an insurance industry it says has failed to reward loyalty.
Unlearning inherited behaviour can be a challenge but given customers have changed brands and marketers must learn to change with them.
We arm marketers with all the numbers and data they need to prepare for the week ahead.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
A host of technologies and tactical considerations are on marketers’ radars as they seek to help shoppers choose their brands over the competition, especially during key shopping periods such as Black Friday and Christmas.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
A year ago, Direct Line realised its marketing output wasn’t matching the diversity of its workforce or customer base and it has since been trying to fix that.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Many job ads make sector experience a prerequisite, but hiring an outsider is a powerful way to bring new thinking to a brand’s problems.
Finding out a bit about a company’s culture beyond the glossy HR leaflet and marketing comms can help you decide whether a new role is the right one for you.
While UK trade bodies have welcomed the move, the Government is being urged to make sure it fully understands the complexity of the online ecosystem and recognises the value of the current ad regulation model.
From Asda’s agency ecosystem model and relationship with AMV, to MoneySuperMarket’s brand relaunch and Boots’s beauty overhaul, catch up on all the biggest news from the last seven days.
The struggling retailer is looking to change perceptions around value and target families following a tough Christmas period where sales were down across the business.
If brands are serious about closing the gender pay gap and promoting more women to boards they must be transparent in their support of parents who want to balance family life with a fulfilling career.
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