From scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to a new generation of consumers.
The Cadbury, Oreo and Ritz owner is piloting cross-functional innovation teams as it looks to take a more flexible and faster approach to new product development.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The decision to put its clothing & home ad account up for review is the latest sign the retailer is finally addressing the very different problems its two businesses face – which come down to product perceptions rather than brand.
The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
As one of Unilever’s largest brands, Knorr believes it can drive tangible behaviour change that has a lasting positive impact on the environment and people’s health.
Marks & Spencer is on the hunt for a new agency for its clothing and home division in the latest sign that the retailer is seeking to differentiate its two business units.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Zoopla’s new CMO Gary Bramall says brand advertising will become “more pulsey” as he moves to create more integrated marketing campaigns with a greater focus on content.
As our annual Career and Salary Survey showed, it’s all too rare for marketers to go on secondment or take a sabbatical. However, the experience can bring new skills, broader horizons and a better work/life balance.
Co-op Bank is launching a business banking campaign that will use data to target SMEs across platforms including TV and social media as it moves to create campaigns beyond TV spots.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
We arm marketers with all the numbers, statistics and data they need to prepare for the week ahead.
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 […]
The charity hopes its preventative campaign will intercept impulsive bettors on the cusp of developing gambling issues with a relatable message that moves the conversation away from addiction.
Consolidation of teams to remove duplication by specialist digital marketers can’t come soon enough, and will allow us to focus on the consumer instead of the media channel.
Mastercard’s new sound identity took two years and a “big” investment from the brand, but its CMO Raja Rajamannar believes its development is key as consumers increasingly use devices such as voice assistants and smart speakers where there is no visual real estate.
Mieke Stones took a three-month sabbatical from her role as head of marketing at London Sport to cycle from Holland to Portugal last year, which not only improved her mental health but boosted her confidence as a marketer. As told to Charlotte Rogers.
The partnership with AURA, the networking forum for brand-side insight professionals, will see it host its own conference within the Insight Show. Sessions aim to bolster the influence of insight in conversations with senior marketers and to improve communication of and engagement with insight-led projects.
If you find your to-do lists getting longer, not shorter, it might be worth adopting methods such as the Pomodoro Technique to help focus the mind and minimise distractions.
Catch up on all the important marketing news from this week including Under Armour’s focus on marketing effectiveness, Benefit’s brand revamp and the government’s proposed investigation into the online advertising market.
The RAF, which won Channel 4’s annual £1m Diversity in Advertising award, mocks the gender stereotypes that all too frequently appear in mainstream advertising after new research found 40% of the most watched ads feature women in cliched roles.
Marketing Week reviews the latest books and blogs for marketers.
The Japanese car marque has created a new division in Europe so it can do more personalised marketing and avoid using TV for tactical campaigns.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
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?
A look at what motivates consumers to refer a friend to use a brand, and how brands can persuade customers to participate.
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
Marketers need to get involved in conversations around technology to ensure it is put to use in a meaningful way that will enhance consumers’ experience rather than leave them feeling cold.
The UK’s biggest celebration of marketing excellence and the only awards to be judged exclusively by marketers, the Marketing Week Masters Awards return for 2019.
Benefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
The beer giant’s unvarnished portrayal of British communities shows there’s life outside the Brexit bubble.
The American sportswear company is trying to make marketing dollars stretch further as it faces relentless competition from industry giants Adidas and Nike.
Gillette, Lego and Coca-Cola are among the big brands using crowdfunding as a means of increasing the speed and reducing the risk of innovation, while getting rare direct access to consumer data and feedback.
Online gambling ads featuring animated characters, celebrities or influencers who appeal to under-18s will be banned to protect children from harm.
With Premier League glory within reach, marketing at Liverpool Football Club is more important now than ever if it’s to leverage its growing fan base and engage with supporters beyond match days.
The drinks giant boosted sales by 5% for the H1FY19 period, with “strong” results leading to it increasing its profit guidance to between 6% and 8%.
Grabbing consumers’ attention is harder than ever for brands that find themselves chasing their target audience across a multitude of screens at different times of the day.
The Cairncross Review into the future of the UK news industry has called on the Competition and Markets Authority to investigate the efficiency of the online ad market, which is dominated by Google and Facebook.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Too many marketers are getting swept up in new ways to execute their campaigns, losing focus on the message in favour of the medium.
The overwhelming majority of consumers are glad companies are offering plastic-free alternatives but brands have got to make it easy and cost effective to make a sustainable choice or consumers simply won’t make the switch.
The founders of soon to launch halal beauty brand Shade M are looking to move away from a tokenistic representation of Muslim women in order to truly connect with this fast growing consumer group.
From slowing UK GDP growth to digital marketers’ plans to spend more on Amazon and the loyalty disconnect between consumers and marketers, we arm you with the most important stats of the week.
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.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Greater nuance, more thorough segmentation and a genuine commitment to consult with the customer is needed if brands are ever going to attract the global modest fashion consumer.
Managing your personal brand can sometimes seem like an chore but there are ways to make the process simpler.
Hull’s campaign to support its year as UK City of Culture created a renewed sense of community among locals and helped people in the UK and beyond reassess how they view the city.
From Coca-Cola’s new campaign to promote its Premier League sponsorship to the future of the HMV brand and the magazine industry making a play for more ad budgets, catch up on all the major news in the marketing industry this week.
Marketing leaders share their thoughts on what needs to be done to improve the diversity of young people entering the industry and what it takes to be lead with real significance.
High-performing teams know how to fight productively, so it’s the job of team leaders to encourage vigorous, balanced debate based on facts rather than emotions.
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