As Facebook and Mark Ritson faced each other on stage at the Festival of Marketing, it became clear the range of challenges facing the social network as it looks to prove its place in the marketing mix and people’s lives.
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The sanitary care brand’s realistic portrayal of periods, while potentially polarising, has opened the door to more positive conversations and helped break down taboos.
The disruptor brand has had a “fundamental rewrite” of its data management platform to help drive sales as it looks to new areas of growth.
Dior’s ad featuring a sultry Jennifer Lawrence topped September’s list of the most popular YouTube ads, followed by Apple’s jam-packed ‘big news in 108 seconds’ and Fiat’s ad paying homage to a Hollywood classic.
We are searching for 50 marketers in their 20s to help inspire the next generation about the opportunities a career in marketing can provide. Applications close next week.
EasyJet’s Lis Blair is on a journey to move the brand beyond price with a new campaign just six months into the job and a long-term plan to balance creativity with greater use of data.
Black Friday is one of only two sales a year for fitness brand Gymshark, and for last November’s promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.
Direct Line Group’s brand strategy is best-in-class, as evidenced by its IPA Effectiveness Award win last week. Here’s 10 reasons why marketers should sit up and take note.
From compostable packaging to plant-based alternatives, a new generation of brands are looking to combat plastic waste while striving to educate confused consumers about the complex recycling process.
Huawei’s new flagship smartphone shows it has the tech know-how to compete with, and often beat, the best Apple and Samsung products on the market but to really take on the top two it needs to work on building its brand.
Tesco is using the information it has on its 16 million Clubcard customers to track their shopping habits and see what the triggers are for changing behaviours and convincing shoppers to eat more healthily.
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 […]
Beneath consumers’ interest in all things ‘craft’ is a desire for brands to be authentic, which means it’s less about the size of the business and more about being seen as trustworthy.
Marketers’ job prospects are on the rise, according to the IPA Bellwether, as the number of brands looking to hire increases, although uncertainty around Brexit could hit that optimism going forward.
The Dutch brewing company says a lack of shared data, not enough collaboration and marketers not investing in the right places is holding back its ecommerce ambitions.
The mobile provider wants to “grow up” while maintaining its humour-driven approach to change perceptions and appeal to high value customers.
The latest IPA Bellwether report reveals more than 60% of marketers made no change in total marketing spend in the third quarter, highlighting indecisiveness and risk-aversion.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist hereMa
The free nine-month programme is aimed at developing senior marketers into senior management and board positions.
In the third in our video series, created in partnership with Thinkbox, we speak to those outside the marketing world about marketing’s challenge in the boardroom, gaining the trust of the CEO and the view of effectiveness beyond marketing.
In less than a month, Global has acquired a share of more than a third of the UK out-of-home sector, making it a serious player in the outdoor space and opening up a number of new opportunities for brands.
ISBA has updated its influencer marketing contracts to bring better “commercial discipline” to the relationship between brands and influencers after finding that while marketers plan to up spend in this area, most still don’t feel confident working with influencers.
We arm you with all the numbers marketers need to know for the coming week.
Is it appropriate for brands to comment on social issues and to what extent does it depend on the industry that they work in?
Booking brand Trivago is reaping the benefits of creating a single source for external and internal data. This case study explains how it did it.
Learn which six components you need to put in place to develop an effective content marketing operation.
Find out where marketers should be investing their budget to improve return on investment, as the key developments of 2018 become clear.
The essential guide to building the best customer experience.
Generation Z are soon to become the next big consumer opportunity for marketers. Find out how they prefer to shop and interact with brands in this new whitepaper.
Find out some of the key ways you can overcome the difficulties that present themselves when setting marketing spend, ensuring it drives sales rather than just reflecting them.
Key advice for turning customers into advocates and monetising word of mouth as an effective acquisition channel.
Find out about the many ways marketers should use personalisation and emotional language to elevate their campaigns and drive results.
Using data to delight your customers and gain commercial advantage is easier than many imagine. Follow the five cornerstones of the data-driven customer experience, and you can improve customer loyalty and boost sales. Read this white paper to find out more about how to get started in the great big world of data.
This white paper sets out the essential components for an influencer marketing programme, providing a comprehensive guide for those starting out through to those with more experience in executing campaigns.
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.
New research shows the over-50s feel misrepresented and ignored by advertising because brands are using their age, rather than their attitude and lifestyles, to target products and services.
The financial services comparison site is sending 200 million fewer emails but has been able to increase revenue by 12% by targeting customers with more relevant communication.
The ASA and CAP’s new influencer marketing guide is a step in the right direction but more clarity is still needed to boost credibility.
The FMCG giant admits it had “got stuck” in traditional touchpoints such as packaging and in-store point-of-sale, but a focus on analytics and getting agencies and team members to push the agenda has helped drive the business forward.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
The best B2B marketers are clear about customer needs, measure their impact effectively and, most importantly, are able to support and influence colleagues to deliver commercial results, according to new research by business agency Omobono.
From the reasons why digital transformation is “made up” to the struggles with brand purpose, we round-up all the big news from the second day of the Festival of Marketing.
The former boss of WPP says creativity is at the centre of what his new company, S4 Capital, does but admits the nature of creativity has changed due to the rise of data.
The prevailing conversation all too often focuses on the ‘death’ of TV and Carolyn McCall admits ITV must do “much more” to show marketers why they should spend their budget on TV.
The documentary maker and journalist says he sees much in marketing “to enjoy” and is intrigued by the balance of “seduction and sales”.
The founder of the organic soft drinks brand, which gives a portion of profits back to producers, says authentic storytelling means its product “isn’t just something on a shelf”, which is helping it take on the category leader.
Loyalty isn’t synonymous with how often consumers buy a brand, according to Marketing Week columnist Helen Edwards, who told the Festival of Marketing there are various types of loyalty that marketers can exploit in different ways.
Catch up on all the latest from the first day of the Festival of Marketing, where accountability, marketing influence and GDPR were hot topics.
Brands don’t run global marketing campaigns because it makes creative sense or is what customers want, but because it saves money, according to advertising guru Sir John Hegarty.
On a mission to ‘rewire’ some of its brands for the modern consumer, GlaxoSmithKline is pursuing a digital transformation agenda aimed at boosting ecommerce performance and upgrading its media ROI.
The beer brand believes the best creative work doesn’t always come from having the biggest marketing budget, as it looks to avoid “doing what everyone else does”.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
Barclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.
A year on from completing its transition from Thomson to TUI, the travel brand is looking to strengthen consideration and build “deeper emotional connections” with consumers.
In 2017 Macmillan Cancer Support set out to raise awareness of its best-known fundraising event, World’s Biggest Coffee Morning, and encourage even more people to get involved. Facebook video played a key part in helping Macmillan to achieve this.
Congratulations to all the winners of the Marketing Week Masters awards.
Congratulations to all the winners of the Marketing Week Masters Awards.
Congratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Asos, Grand Prix winner Bodyform, and Nationwide CMO Sara Bennison, who has been crowned ‘Visionary Marketer of the Year’.
Congratulations to all the winners of the Marketing Week Masters Awards.
Both Pepsi and Sky admit they had too many KPIs that made measuring marketing effectiveness almost impossible.
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