How UKTV is repositioning to ‘revitalise’ its challenger mindset
Charlotte RogersRather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
Adidas cut media spend by 25% during lockdown but now plans to ‘reaccelerate’
Sarah VizardThe sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
Häagen-Dazs, UKTV, McDonald’s: 5 things that mattered this week and why
Marketing Week ReportersWe round-up the biggest news from the week including UKTV’s ambitious brand revitalisation, how Häagen-Dazs is capitalising on its momentum by doubling digital investment and your chance to vote for the Brand of the Year.
How David Attenborough and talking animals are helping ZSL fill its £12m budget hole
Sarah VizardThe Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
Revealed: Marketing Week Masters Brand of the Year shortlist
Marketing Week ReportersA total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
Why Häagen-Dazs didn’t bring marketing ‘to a standstill’ during lockdown
Molly FlemingHäagen-Dazs is doubling its investment in digital marketing as it looks to “capitalise on the momentum” it gained during lockdown.
How the travel industry is reopening after lockdown
Molly FlemingPeople may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
Vote for your Brand of the Year
Marketing Week ReportersThe shortlist for the Marketing Week Masters awards Brand of the Year has been revealed, and here’s your chance to have a say in who wins.
Covid-19: How brands are getting more bang for their advertising buck
Matthew ValentineThe pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
The ‘new normal’ isn’t that new, many trends were there before Covid hit
Michael HewittThe growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
Marketoonist on the pace of change
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Target customers’ big similarities, not their little differences
JP CastlinAll too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
Seven steps to implementing an effective lead nurturing strategy
John HughesIt’s not enough to create content to lure sales leads, you need to understand how warm they are and to tailor their journey to their interests.
McDonald’s, Sky and Amazon slashed ad spend as lockdown hit
Sarah VizardSome brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.
Post-Covid innovation needs to be radical, not marginal
Helena RubinsteinWhile there are multiple different ideological and behavioural scenarios for how society will evolve post-Covid, in order to keep pace innovation must adopt a breakthrough mindset.
The role of effectiveness in the post-Covid recovery
Charlotte RogersAs brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
Covid-19: How brands are getting more bang for their advertising buck
Matthew ValentineThe pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
‘We have kept some powder dry’: Unilever to invest heavily in ad spend as lockdowns ease
Sarah VizardUnilever cut brand and marketing spend in the first half as coronavirus restrictions hit, but as lockdowns ease it is planning to “invest heavily” behind its brands and innovations.
Lo-fi vs big budget: What is the future of ad production in the Covid era?
Matt BarkerThe industry is keen to flex its creative muscles, but will budget-busting flamboyance look badly out of place as consumers edge out of lockdown and into a recession?
The wrong and the real of marketing effectiveness
Grace KitePeter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
Treat Covid-19 as your chance to ‘pivot’
Harry LangLockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
Customers’ benevolence won’t keep brands alive – we serve them, not the other way round
Mark RitsonBrands can’t expect customers to behave generously, or even reasonably, to save them from the Covid crisis. They must accept their situation with humility and find new ways to offer value to their markets.
Reports
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How the coronavirus crisis is impacting digital transformation
1. Introduction Little more than a month ago, it seemed as though the effects of the coronavirus, while severe, would be temporary, with the worst of the impact experienced by those living in China and the surrounding countries. Now, we all know just how erroneous that assumption was. It’s not an exaggeration to say the […]
The opportunities and challenges of remote working
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
How marketers can adapt to the new marketing landscape
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 […]
Zero-based budgeting: Route to recovery or flawed thinking?
Charlotte RogersMarketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
What role can modelling play in recovery from Covid-19?
Charlotte RogersModelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
Will brands boycotting social media be less effective?
Grace KiteThe brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.
LinkedIn’s Darain Faraz on the power of inclusion
Charlotte RogersIn the latest episode of Marketing Week’s new podcast series, director of brand marketing at LinkedIn, Darain Faraz, discusses the importance of celebrating BAME talent and why marketers must push for systemic change throughout the industry.
Former Eurostar marketer Emma Harris on setting career outcomes
Russell ParsonsIn the fifth episode of Marketing Week’s new podcast series, former Eurostar marketer and marketing coach and mentor Emma Harris discusses confidence, positive thinking and setting career outcomes.
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Direct Line’s Mark Evans on redundancy
Sarah VizardIn the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.
Ryanair’s marketing boss: We are not a brand people need to fall in love with
Molly FlemingRyanair’s director of marketing and digital talks recovery from coronavirus, the “rigour” of marketing and scrapping the CMO title.
3 questions I wish I’d asked as a junior marketer: Deliveroo’s Inés Ures
Charlotte RogersFrom getting into the fine details of effectiveness to appreciating the difference between marketing and advertising, there are some key questions Deliveroo CMO Inés Ures wishes she has asked earlier in her career.
Lessons from 2008: Marketers on surviving recession and carving out career success
Charlotte RogersReflecting on what they learnt from the 2008 credit crunch, marketing leaders explain how careers can recover amid pandemic and recession.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
B2B brands must resist the lurch towards short-termism
David van SchaickThe pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.