Mark Ritson: Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
M&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
Even though ad targeting on connected TVs doesn’t use cookies, it will still be affected by the wider push towards privacy by default.
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 Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
Lurpak’s sizzling spot has many of the characteristics that “underpin” creative effective video in a YouTube context, according to the latest The Works study.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The health and beauty retailer is also launching a campaign with poverty campaigner Jack Monroe to offer customers tips to help keep costs down as hygiene poverty is rising at an “alarming rate”.
Having spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
Top marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
With Duolingo the latest brand under fire for a social gaff, how can brands allow their social media teams the freedom to entertain without risking a PR disaster?
With Marketing Week research revealing a socio-economic pay gap of 19.1% and the representation of working-class people in the creative industries going backwards, is it time marketing addressed its “class crisis”?
Marketing Week’s Opening Up campaign is calling on the industry to put widening access to marketing careers top of the agenda. Recruiting differently to attract under represented groups into marketing will benefit the industry and your brand.
The statistics suggest marketers from working-class backgrounds are less likely to be in senior roles or earn as much as their peers from upper-class backgrounds.
By rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
Want diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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.