Unilever’s CEO on the ‘new mode of leadership’
Manny PhamAs 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.
Will the rise of retail media reshape relationships with brands?
Michaela JeffersonWith 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.
Aldi crowned this year’s most effective Christmas ad
Michaela JeffersonKevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
The best marketing campaigns of 2021: Part 2
Marketing Week ReportersFrom 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.
Balancing skills and Tesco’s media play: Your Marketing Week
Lucy TesserasAt 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.
Why GSK has created a cross-functional team to ‘future-proof’ its brands
Manny PhamGSK Consumer Healthcare’s CMO Tamara Rodgers believes there are “too many” siloes within organisations today, as she works on building collaborative and agile teams.
Hofmeister on bringing back ‘George the Bear’ to front its crowdsourcing push
Manny PhamWith 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.
The founder model works, even if Jack Dorsey didn’t for Twitter
Mark RitsonDorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
How to foster engagement and loyalty without compromising on price
Leona HeymerdinguerBy associating your brand with choice and offering rewards instead of discounts, marketers can build high-value, long-term relationships with customers.
How Marcus Rashford and Co-op created a powerful advocacy campaign
Marketing Week ReportersIt started with a tweet and went on to raise over £20m to tackle food poverty.
Tesco’s Christmas ad cleared of causing ‘widespread offence’
Lucy TesserasWith 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.
‘We’re bigger than clothes’: Why Gymshark is opening its first flagship store
Manny PhamThe 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”.
Inside B2B: The art of experience in B2B
Marketing Week ReportersMarketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.
This Much I Learned: Forest Holidays on crafting a ‘naturally driven’ team
Charlotte RogersIn 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.
Marketoonist on spam
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tesco launches media platform for brands built on Clubcard data
Lucy TesserasTesco 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.
The best marketing campaigns of 2021: Part 1
Marketing Week ReportersFrom Airbnb and Aldi to Boots and Deliveroo, the Marketing Week team chooses the first eight campaigns that make up our best of 2021.
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Helen Edwards on removing ‘micro-frictions’ from the customer experience
Helen EdwardsMarketers 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.
How Octopus Energy’s ‘obsession’ with customers is helping it take on bigger rivals
Manny PhamAfter 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.
Britvic preps CX centre of excellence amid marketing spend boost
Manny PhamWith 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.
How M&S plans to ‘turbocharge’ customer experience across the business
Michaela JeffersonThe retailer is looking to amplify the voice of the customer as it continues on its path towards transformation.
Only a fool would bet against Amazon succeeding on the high street
Mark RitsonNewly 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.
Brand characters could be the most undervalued asset in B2B marketing
Peter WeinbergIt’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.
We cannot tackle the climate crisis without the full backing of advertisers
Phil SmithIf brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
Inside Creativity
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The key basics that form the foundation for data strategy
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to be agile and drive innovation through times of disruption
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.
‘It’s time to shout about the brand’: How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs 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.
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading 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.
Just Eat on how it became part of people’s ‘way of being’
Marketing Week ReportersThe online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Motorway’s Lloyd Page on using long-term fame to fuel ‘accelerated growth’
Charlotte RogersPoised 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.
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If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Mark RitsonThose 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.
Is Pfizer’s ‘Comirnaty’ genius branding or a major misstep?
Michaela JeffersonPfizer’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.
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA 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.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways 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 Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
