Having started her career in telecoms working for T-Mobile, Virgin Media and Apple, Anisha Patel is now head of marketing at property firm GPE, and while she may have switched sectors she has stayed true to a commitment to making life easier for customers.
GSK Consumer Healthcare’s CMO Tamara Rogers believes there are “too many” siloes within organisations today, as she works on building collaborative and agile teams.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As the world adapts to new ways of working, Unilever boss Alan Jope says leaders today must learn to master their “inner game” before they can focus on driving business performance.
With the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.
Kevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
From Tesco and KFC to Weetabix and Moonpig, the Marketing Week team chooses the second set of eight campaigns that make up our best of 2021.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the rise of retail media to building marketing teams for success in 2022, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
By associating your brand with choice and offering rewards instead of discounts, marketers can build high-value, long-term relationships with customers.
It started with a tweet and went on to raise over £20m to tackle food poverty.
With more than 5,000 complaints, Tesco’s Christmas ad is the most complained about of the year, but the Advertising Standards Authority has ruled it is not “irresponsible” so will not be taking further action.
The online fitness giant’s first permanent store will dedicate less space to selling clothing apparel and more to customer experiences, as it builds out an “ecosystem of touchpoints”.
With the help of its famous 90s mascot, Hofmeister raised over £632,000 with its crowdfunding campaign to fund the brewer’s marketing plans over the next few years.
Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.
In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tesco says the closed-loop platform, which has been launched in partnership with Dunnhumby, will help brands and agencies better understand changing consumer needs and deliver more relevant campaigns.
Marketers might not like the idea of cutting down their ranges, but reducing choice is one way to stop ‘micro-frictions’ getting in the way of the sale.
After Octopus Energy emerged as one of the strongest brands to take advantage of the turmoil in the energy sector, marketing director Rebecca Dibb-Simkin says its power lies in being “incredibly close to customers” and giving the whole business access to data.
With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
The retailer is looking to amplify the voice of the customer as it continues on its path towards transformation.
Dorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Newly leaked documents suggest Amazon has begun a concerted push to become a grocery retailer on the British high street. Our columnist looks at why it will eventually triumph, and why this new move is a big part of the omnichannel revolution.
It’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
As IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Pfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Takeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
