Right-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
Greater confidence in measuring effectiveness, combined with a rising level of creativity, has convinced the drinks giant to increase its marketing spend as it looks to become a DTC market leader.
From Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
Switching focus from product to the customer has helped healthcare giant Philips pivot to a digital-first mentality, enabling the business to thrive amid the challenges of Covid-19.
Five brands have been shortlisted for the 2021 Marketing Week Masters Brand of the Year, with the winner to be announced in October.
As we make the transition from full remote working to hybrid workplaces, have brands done enough to address the reality of employee burnout and mounting stress after well over a year of lockdown?
The British Heart Foundation has seen income plummet during the pandemic, but it is looking to bounce back by uniting its marketing and fundraising teams and shining the light on research as part of its new strategy.
Data is a growing part of how brands target consumers more effectively and personalise services, but it must be assessed through the lens of human emotion.
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 helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
Staff have mixed reactions to going back to the office so marketing leaders will need to be adaptable to ensure the best ideas keep on flowing, as Marketing Week discovered during a video panel discussion hosted in partnership with Smartsheet.
Amid dire predictions and high-profile failures, local high streets are defying the supposed decline of physical retail thanks to shifts in shopping behaviour driven by long-term trends, not just Covid.
The shortlist for the Marketing Week Masters Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
Economist Grace Kite explains what econometric modelling is and how it can be used to “untangle” different sales drivers.
Isabel Graham takes on the head of marketing role in the UK and Ireland as former UK marketing boss, Marius Lang, leaves to become general manager for Lego Group in Benelux.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
The majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
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.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
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.