The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
Steve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
A new report from Peter Field that analysed the IPA databank has found creatively-awarded campaigns are now the least effective they have been in 24 years and no more effective than non-awarded campaigns.
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
Alan Jope says the top marketing role has taken a while to fill as the business has been refining what it means to be CMO at Unilever and looking at both internal and external candidates.
The FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
Clutter, ad avoidance, declining reach and decreasing trust in advertising are all blamed for top of funnel effectiveness declining, according to new research by the WFA.
Consumers have a dizzying array of choice when making purchase decisions and they often use these unconscious cognitive processes to simplify the task, so brands should adapt their marketing accordingly.
Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
Google says advertisers should pull spend from its YouTube streaming platform if it means it helps them to “understand what’s there” and “do the right thing”.
Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
Manchester City already sees women’s football as a “strategic investment” ripe for innovation, but a new report reveals a major barrier lies not only in speaking to, but also reaching, a new wave of fans.
The School of Marketing is asking marketers to commit to open-up their hiring processes to fresh talent from diverse backgrounds.
Marketing Week announces our second annual CX50 list in partnership with Zone and Cognizant, celebrating the individuals excelling at customer experience, demonstrating innovation, influence and impact.
As the members of the CX50 list demonstrate, a great customer experience doesn’t just make people feel good, it translates into tangible business results – but the field is getting more competitive all the time.
Marriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
Twitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
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 they need to tackle the week ahead.
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
Marketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.
With the PPI deadline fast approaching, the financial industry’s regulatory body is making a last-minute drive to educate consumers, but the challenge is ensuring it remains authoritative without being boring.
Catch up on all this week’s big marketing news including Coca-Cola and Costa’s new product launch, the world’s most valuable brands and how Diageo is getting its marketers to think more creatively.
When the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
An exclusive study by Marketing Week finds that while almost two-thirds of marketers are measuring the impact of creativity, they are still reliant on more “old-fashioned” research methods.
New advertising rules around gender stereotypes come into force today after the UK ad watchdog determined harmful stereotypes in advertising can contribute to inequality in society.
The transformation of the economic and cultural landscape means the notion of value is changing and a very different era for marketers awaits.
Birds Eye has overhauled its marketing strategy to put a greater focus on creativity, a move that is already having an impact on its performance and how it views investment in creativity.
While advertising awards have little commercial value to clients, they at least remind us that great ads are cheaper and more effective at driving purchase behaviour than relying on outsize media spend.
The shortlist for Marketing Week’s Masters awards for categories including Content, Data-driven Marketing and Video is revealed.
The shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.
The shortlist for Marketing Week’s Masters awards for categories including Retail and Ecommerce, Business-to-Business and Consumer Goods is revealed.
The shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
In his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
Costa promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
After just a few short months, Peter Duffy swapped heading up marketing at Just Eat for leading the entire business, and while he admits it was a shock, his unwavering focus on customers has made stepping up easier.
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.
Marketing Week Explores: As brands rev up their focus on media and the number of short-term campaigns rocket, what do brands have planned to close the creativity gap?
It’s great that brands are stepping up to champion LGBTQ+ rights and support these communities with Pride-related activity, but creating a rainbow coloured product is simply not enough.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diageo’s new training programme, dubbed ‘Creative Sparks’, aims to bring creativity to every aspect of marketing from media to how to use insight, as well as best practice in briefing, how to nurture ideas and using measurement to unlock creative.
There is a new leader in the BrandZ rankings of the top 100 global brands, with Amazon breaking the 12-year reign of Apple and Google.
The bulk of this year’s fastest risers in the BrandZ ranking come from the technology sector, while automotive and mass personal care brands struggle to keep pace.
BrandZ’s top 100 global brands of 2019 reflects the increasingly uncertain economic and geopolitical state of the world.
We arm marketers with all the numbers they need to tackle the week ahead.
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