Describing commercial cargo as the “unsung hero” of aviation, marketing boss at freight brand IAG Cargo, Matthew Gardiner, explains why Covid-19 acted as a “call to arms” for his team.
Digital shelf analytics monitors performance data, helping retailers keep track of competitors and optimise digital touchpoints. From understanding why it’s important to the type of data provided, here’s everything you need to know.
New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals.
Leading B2B marketers explain how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the value of long tenures to the issue of age representation, it’s been a busy week. Here is my take.
When brands struggle, marketers’ first thought is a rebrand or repositioning, but by going back to its roots you can boost sales and retain brand equity cost-effectively.
Marketers are confident about employment prospects as the UK’s vaccination programme paves the way for the economy to open up again, following a year of budget cuts and redundancies.
Sometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
Using insight to create valuable, relevant content can form the basis of agenda-setting campaigns for B2B brands, as Festival of Marketing attendees found out.
We arm you with all the numbers you need to tackle the week ahead.
Getting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
From M&S exploring new opportunities with ad-funded TV to brands coming together to collectively demand social platforms do more to stamp out racism, catch up on this week’s biggest marketing news.
This year the broadcaster’s is focused on age representation after new research finds less than a third of ads feature someone aged over 50 and when they do portrayals are often inauthentic.
Channel 4 focuses on the determination required to become a champion in the latest iteration of its Paralympics activity, as CMO Zaid Al-Qassab warns there are “still a load of outdated views out there”.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
TUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
With twin campaigns running to tackle online hate, BT marketing boss Peter Jeavons explains how abuse directed at BT Sport staff brought home the enormity of the situation.
New research by System1, ITV and DECA has proved the positive impact diverse representation has on both long- and short-term advertising effectiveness.
In the latest episode of Marketing Week’s new podcast series, director of brand marketing at LinkedIn, Darain Faraz, discusses the importance of celebrating BAME talent and why marketers must push for systemic change throughout the industry.
Diversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.
Samsung Europe CMO Benjamin Braun explains how artificial intelligence is key to unleashing marketing potential and unlocking innovation.
Ongoing issues around media neutrality and transparency make it very difficult to build strong and trusted client-agency relationships.
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.
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
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.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
Successful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
Gap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
On a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
The property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Among the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.