Marketing Week Meets… Tom Goodwin, head of innovation at Zenith
LinkedIn’s ‘number one voice in marketing’ talks to Marketing Week editor Russell Parsons about the importance of people and creativity in digital transformation.
Apple’s Angela Ahrendts: Retail is not dying, but it has to evolve
Cannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
Asos, Ford, Heineken: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
News UK, Telegraph and Guardian tie-up is a ‘stepping stone’ to higher standards across digital advertising
The Guardian, News UK and the Telegraph are looking to rival Facebook and Google with the launch of a joint ad platform that will allow advertisers to directly access and buy data and inventories.
P&G’s Marc Pritchard on protecting brands against the threat of ‘mass disruption’
Cannes Lions 2018: Marketing still matters in a world of mass disruption, says P&G’s chief brand officer, it just means working smarter, cutting out waste and becoming more equal.
Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’
Cannes Lions 2018: Unilever’s CMO argues FMCG is still a great training ground as it encourages young marketers to reassess how their strategy is serving customers’ needs on a daily basis.
Google promises to ‘listen more’ as it rolls out new ad controls on YouTube
Cannes Lions 2018: Google’s EMEA boss Matt Brittin admits the tech giant needs to get better at listening to the concerns of the ad industry as it looks to move on from the brand safety scandal.
The best paid sectors and the persistent pay gap: What 20 years of Salary Survey data reveals
The marketing industry has changed significantly since Marketing Week launched its Career and Salary Survey in 1998, but when it comes to the best (and worst) paid sectors and equal pay, the results are fairly consistent.
Thomas Barta: Ogilvy’s rebrand reveals an ad industry in confusion
Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again.
Customer experience is the opportunity to grow influence
Sponsored by Omobono
The business world’s preoccupation with customer experience has led to billions being invested in digital transformation. This means marketers can play a bigger role, says Omobono’s Jonathon Palmer, but to do so successfully requires clarity on where to best focus efforts.
All the latest from Cannes Lions 2018
Vote for your ‘Brand of the Year’
Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons will battle it out to be named ‘Brand of the Year’ at this year’s Marketing Week Masters awards.
Mars CMO tasked with ‘driving growth’ in new role as president of confectionery business
Andrew Clarke has been with the business for 18 years in various leadership roles and has a track record for “driving ambitious change while delivering results”.
Marketing Week at 40
How to build a digital culture
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, […]
The fundamentals of B2B digital transformation
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 […]
Marketing measurement and analytics: What you need to know
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 […]
How marketers learn
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 […]
How to build and execute an ecommerce proposition
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 […]
Creating and executing a content marketing strategy
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 […]
How KLM’s customer service took off on Messenger
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With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
Sign up to our webinar on supercharging your digital intelligence to power customer experiences
Brought to you by SAS
Learn about the three challenges organisations are facing when capitalising on digital information and how they can be overcome.
How Glamour, Just Eat and Shell are tackling the gender gap
Cannes Lions 2018: As attitudes change in the post #MeToo era, brands from publishing to tech are tackling the lack of female representation in their workplaces head on.
Brands missing out on potential $45bn in profit by failing to optimise media budgets
Cannes Lions 2018: New research from Ebiquity finds that if brands reallocated spend from outdoor, press and digital display to TV, radio and digital video they could improve marketing ROI by 4%.
‘Quantum marketing’ is the industry’s next skills challenge
Sponsored by the IDM
The IDM’s Jane Cave says businesses need to stop thinking of training as a ‘zero-sum game’ and marketers need to have an insatiable appetite for new knowledge and skills if they are to survive the digital transformation taking place.
News UK looks to convince brands to advertise around hard news
Cannes Lions 2018: New research from the publisher finds consumers are 45% more likely to watch a video ad to the end if the content around it emotionally engages them – either in a positive or negative way.
Marketoonist on the personalisation gap
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why marketers want to leave their job and what will make them stay
Staff turnover has been consistently high since Marketing Week launched its Career and Salary Survey 20 years ago, but the reasons for moving job have changed as work-life balance moves up the agenda.
The Marketing Academy launches US scholarship programme
The programme will be based in New York and includes three residential boot camps, as well as individual mentoring.
Why procurement teams aren’t clamouring for brands to in-house
Perceived wisdom might suggest procurement would be keen to in-house more creative and media, but many are concerned about the impact this could have on the quality of work and level of talent working on it.
Diageo’s CMO on how marketers can succeed in a volatile and chaotic world
To cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
Learn about sophisticated email marketing – a framework for ambitious marketers
Brought to you by Communicator
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Find out what the British think of loyalty programmes
Brought to you by YouGov and Mando-Connect
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Learn the top five ways to boost customer journeys
Brought to you by Relay42
Learn how to set up journeys effectively across customer channels and screens, balance customer experiences, and deliver the right messages to the right people.
Learn how WhatsApp can be an effective marketing channel for your business
Brought to you by WhatsBroadcast
Learn everything you need to know about messenger marketing.
How to build a customer view through data
Brought to you by Research Now SSI
This new report examines the current uses and potential opportunities for data in the advertising cycle.
How UK beer and cider brands are faring in an evolving market
Brought to you by YouGov
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
How retailers can personalise customer experiences at an individual level
Brought to you by Jaywing
Learn how individual-level customer data can influence every point on the path to purchase and best practice advice to accelerate your journey to unlock the power of individual level data.
Last minute checks for GDPR
Brought to you by Communicator
This guide takes you through an easy-to-follow process that will make sure that you are GDPR ready, even at this last minute stage.
How brands can become full-integrated, digitally-empowered businesses
Brought to you by Creative CX
Learn the seven rules to successfully becoming a digitally customer-centric business.
Four simple steps to an effective personalisation strategy
Brought to you by Conversion.com
Learn about the key foundations required to create and optimise effective personalised experiences.
Learn how to become truly customer-centric
Brought to you by Usabilla
Find out how you can become a customer-centric organisation by simply following three steps
Find out how to harness digital insights to grow your business
Brought to you by Medallia
Learn about the five elements of a winning digital customer experience strategy.
Misplaced ads, mental health, ad spend: 5 killer stats to start your week
We arm you with all the marketing stats that matter this week including nine in 10 UK marketers manage international campaigns and executives blame advertisers for misplaced ads.
Creativity, disruption and advertising can together boost brand value by 265%
New research from Kantar Millward Brown reveals for the first time how creativity, disruption and great advertising can help companies grow their brand value at a far greater rate.
Get ready for Cannes 2018: Hot topics and what to see
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
World Cup, Sky, influencers: 5 things that mattered this week and why
From New Balance’s first World Cup campaign and Sky’s loyalty scheme reducing churn to the fact beauty influencers deliver an ROI of £8.81, we round up all the marketing news you need to know from the past week.
Samsung’s CMO on why ‘not being tech savvy’ is an advantage
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
How Aldi ‘unsettled everyone’ with its ‘Like Brands, Only Cheaper’ campaign
Aldi’s marketing director Adam Zavalis believes the brand captured the UK public with its ‘Like Brands, Only Cheaper’ campaign by refusing to put “a sheen over real life”.
Diageo to introduce social contract to improve its relationship with agencies
The initiative, created by Diageo’s procurement team, aims to create a set of principles around how the brand and its agencies work together with the aim of improving the quality of its creative work.
How one software company rebranded to break down silos
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When Braze rebranded from Appboy last year, it wasn’t just trying to broaden perceptions of its expertise to more than apps, it wanted to improve collaboration, explains its senior vice-president of marketing Marissa Aydlett.
Why Cadbury’s ‘Gorilla’ ad nearly didn’t get made
When Cadbury launched ‘Gorilla’ in 2007 the brand was suffering after a salmonella scare, and despite the brand’s former marketing director admitting it was the hardest concept he’s ever had to sell, the ad went on to increase sales by 10%.
Social media to create a ‘fertile environment’ for advertisers at Russia World Cup
The 2018 FIFA World Cup is predicted to inject an additional $2.4bn into the global ad market, as the tournament’s ‘younger’ audience encourages advertisers to showcase the brand building powers of social media.
Ikea launches in India, Ben & Jerry’s resurrects Pride rainbow: International round-up
Plus Coca-Cola wants young people to help solve community issues in the US and Unilever’s Sunsilk shampoo ad creates debate about transgender stereotypes.
How ‘social prediction’ is transforming the world of consumer foresight
Sponsored by Black Swan Data
Social media and artificial intelligence now allow brands not just to listen to what consumers are saying about products, but to predict new trends and determine which ones matter.
Meet the South Korean brand taking on the UK subscription shaving market
Dorco, the 60-year-old South Korean market leader, is hoping to shake off competition in the UK razor subscription sector with its mix of low prices, friendly brand voice and products for both genders.
Mark Ritson: Publicis has done nothing but prove agile structures are a load of BS
A year on from Arthur Sadoun’s explosive start as CEO of Publicis Groupe, it is abundantly clear that most, if not all, of his extravagant claims, from the disappointment of Marcel to the about-turn on Cannes, are nothing more than the usual agency posturing.
The data giving marketers new insight into direct mail
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Now you can reveal powerful insights for your sector, using the latest JICMail data – and plan more effective mail campaigns to really deliver on your targets. Best of all, it’s free, says MD of Royal Mail MarketReach, Jonathan Harman.
Guinness’s ‘Surfer’ ad didn’t do that well in research ‘but we ignored it’
When Guinness first showed its now famous ‘Surfer’ ad to audiences they weren’t impressed but both brand director at the time Andy Fennell and AMV’s Walter Campbell were convinced they were on to a winner.
Sky steers clear of ‘bribery tactics’ as it targets 4.5 million loyalty members
Nearly 2 million people have already signed up to Sky’s tenure-based programme, which launched last August as the company looked to reduce churn and reward long-term customers.
The traits that make consumers more loyal
Sponsored by YouGov
YouGov’s new research reveals the consumers most likely to be fans of your brand, as well as why the most loyal customers are so hard to find.
Sir John Hegarty: Creativity is receding from the world of marketing and the obsession with data is to blame
Brands have become risk-averse and ads are boring, says advertising guru Sir John Hegarty. If the industry wants to survive it has got to lose its obsession with data and go back to its roots.
Ascot’s top marketer on the challenge of being a ‘sport that isn’t tribal’
People don’t follow race horses in the same way they obsess about football or cricket so the trick for Ascot is creating experiences around each event that appeal to a wider audience.
You can always do more with less: Amanda Mackenzie on what it takes to be a successful marketer
Story of my CV: Despite having some of the biggest budgets in marketing throughout her career, Amanda Mackenzie, now CEO at Business in the Community, says with determination and the right talent “you can achieve anything”.
Marketoonist on short-termism
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Beauty influencers deliver ROI of £8.81, report finds
Beauty marketers look to ramp up budgets for influencer marketing despite measuring return on investment being one of the biggest challenges.
How ‘JR Hartley’ helped Yellow Pages shift perceptions: The making of the UK’s favourite ad of the 1980s
Yellow Pages completely changed its brand positioning with the launch of this 1983 ad, shifting from something people only turn to in an emergency to a helping hand for the nicer things in life.