In the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
Effectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Bose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.
From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
Based on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
At the Festival of Marketing, Vodafone and Tealium talked through the personalisation promise being delivered by customer data platforms.
Marketing Week readers have voted to put long deadlines for TV booking, the phrase ‘we know from research’, and ‘brand love’ into Room 101.
We arm you with all the numbers you need to tackle the week ahead.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
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 P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Inflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
The answer to that question is “probably yes”, according to the latest GfK consumer confidence index, which slips further into negative territory.
For the second year running Marketing Week columnist and founder of the Mini MBA, Mark Ritson, has been named columnist of the year at the PPA Awards.
From flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
Marketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
Sky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
While research reveals B2B marketers are still lagging in creative confidence and feel concerned about attracting talent, a “paradigm shift” is inspiring the industry to ramp up its storytelling credentials.
Marketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Context-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
Marketers are prone to impostor syndrome, but solid training and a more realistic view of your peers’ achievements will show your worries are unfounded.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
With research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Wtih 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
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.
