TSB’s Pete Markey had a baptism of fire on his promotion to CMO in 2018, dealing with an IT crisis and putting plans for new media activity on ice. Now he’s back on the job of sharpening the brand’s commercial edge and its points of difference.
Burger King’s celebrated CMO tells Marketing Week why the ‘great idea’ is everything in marketing, what the importance of having a challenger mindset is and why data-led companies don’t need marketers.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
The luxury department store’s first chief marketing and customer officer is instead championing a customer-centric approach based on personal interactions and elevating the in-store experience beyond the high street as it looks to win “the race to the top”.
Doing marketing isn’t the same as leading marketing, so Marketing Week has joined forces with leadership expert Thomas Barta to launch a course to teach marketers how to build influence and make an impact.
O2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.
Brands have the opportunity to win consumers hearts and their custom by taking a stand on the issues they care about.
We arm marketers with all the important numbers they need in order to tackle the week ahead.
Tesco’s 100th anniversary marketing campaign will aim to celebrate the “very important milestone” by highlighting the supermarket’s history of offering customers great value.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The annual Marketing Week Career and Salary Survey reveals consumer electronics and FMCG offer the highest wages for marketers in 2019, while those working in the charity sector earn the least.
Does the role help marketing departments lead successful businesses or is it an overused title that promises more than most of its holders will be able to deliver?
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, […]
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 […]
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 […]
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 […]
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 […]
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 […]
Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
Register for this webinar to find out the key data points marketers should be gathering from social media, in order to get more from their analytics and strengthen engagement with their target consumers.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Avoiding rush hour by having flexible start and end times can have huge benefits on both wellbeing and productivity.
The charity dressed up some of London’s iconic statues in red parkas as part of its Wrap Up London campaign, in an effort to get Londoners to donate unwanted coats for the homeless and vulnerable.
Marketing Week Explores: From the risks and rewards of working in a small business, to the usefulness of marketing degrees and the rising demand for flexible working, the Marketing Week Career and Salary Survey takes the temperature of the marketing industry in 2019.
From the kickback against HSBC’s latest campaign to Pepsi’s new marketing strapline and Mastercard dropping the name from its logo, here’s all the most important marketing news from this week.
The industry seems to be slowly getting its head around giving marketers more flexibility in the workplace but sabbaticals are still a privilege of the few.
The annual Marketing Week Career and Salary Survey shows that despite brands making some progress the gender pay gap in marketing persists for every sector and level of seniority.
Both John Lewis and Waitrose increased sales in the run-up to Christmas, however they say it is too early to tell what impact the festive campaigns had on both brands.
Tesco saw UK sales rise 2.2% in the Christmas period, its best festive results in nearly a decade, as its “more connected” marketing campaigns helped boost quality and value perceptions and its NPS.
Why should your business harness the power of social media to reach other new markets?
A look at what motivates consumers to refer a friend to use a brand, and how brands can persuade customers to participate.
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
SAS and Harvard Business Review reveal which companies are most successful at creating real-time customer experiences, and why.
With brands’ use of influencers growing every year, Influencer Intelligence looks in-depth at attitudes towards the channel across the industry and among the public.
There is still time for marketers to adjust and optimise their tactical plans for making the most of the sales opportunities this Black Friday and Christmas.
Personalisation will miss the mark if it is only based on past data – marketers also need predictive analytics to achieve its full potential.
Learn how to maximise the effectiveness of one of the most influential social media ad formats on the market.
Find out which companies are excelling at customer-centric communications, and how they are achieving it.
Businesses’ challenge today is no longer how to collect data on their customers, but which data is most useful and how it can be turned into ‘marketing intelligence’.
Despite a decline in sales across food and clothing & home, M&S’s decision to ditch the blockbuster and take a more commercial approach to Christmas helped achieve record sales in advertised lines.
Mastercard dropping its name from its logo demonstrates branding strength most companies lack – and it’s all down to the sustained and consistent use of highly distinctive assets.
Artificial intelligence may be the next big opportunity, but what does it really mean for customer experience? Where does automation stop and AI begin? And how should you plan for it in your objectives?
The latest iteration of HSBC’s ‘Together We Thrive’ campaign has seen the bank accused of promoting an ‘anti-Brexit’ agenda. But is it actually a strategic success, or does the message not go far enough?
The former chief marketing and commercial officer at Coca-Cola has retired after three years with Subway and four decades in the marketing industry.
Like-for-like sales at Sainsbury’s and Argos were down 1.1% in the third quarter as a decision to offer less promotions around Black Friday, as well as “cautious” consumer spending, hit results.
People now enter marketing from a range of academic and professional backgrounds, with broad and varied experience often valued more than formal marketing training, according to Marketing Week’s 2019 Career and Salary Survey.
Marketing Week’s annual Career and Salary Survey, which is the most comprehensive study of its kind, this year highlights two major challenges that must be addressed.
Pepsi is introducing a new global tagline, ‘For The Love Of It’, as it brings the focus of its marketing back to the product and celebrates its music heritage.
Despite marginally beating analysts’ expectations for the Christmas period, Morrisons will continue to cut prices in 2019 to make sure it can “be there for customers” this year by offering “even greater value for money”.
The delivery company’s top marketer will be tasked with capitalising on Deliveroo’s rapid growth and helping scale marketing operations locally and globally.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
De Beers has overhauled its corporate identity and how it communicates internally in an attempt to find a common purpose across the business, which stretches from diamond mining to selling luxury jewellery.
Adopting behaviours that lead us to improve ourselves requires letting go of some of the preconceptions of what good performance at work should look like.
When LV= launched its multi-car hire product it overhauled its communications strategy to improve search performance and get consumers to visit its site directly.
Respondents to the annual Marketing Week Career and Salary Survey suggest small businesses are outclassing their larger rivals when it comes to diversity and inclusion.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
A host of technologies and tactical considerations are on marketers’ radars as they seek to help shoppers choose their brands over the competition, especially during key shopping periods such as Black Friday and Christmas.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
We arm marketers with all the numbers they need for the coming week.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketing Week’s annual Career and Salary Survey shows marketers face a career trade-off – better training and job security in big firms or influence and impact at small ones.
While the commute is a great time to improve your productivity, effectiveness or outlook on working life, you should also take time to treat yourself.
The move from 4G to 5G has been likened to the shift from typewriter to computer and it will have profound impacts on businesses, consumers and marketing.
From HMV’s administration woes to new campaigns from Pizza Hut and Saga, catch up with all the major marketing news this week.
Divine Chocolate’s marketing has undergone a step change as it realises the importance of brand in communicating its “complicated proposition”, where it needs to talk about not just the taste of its chocolate but its unique ownership model.
From brands getting to grips with ecommerce and personalisation in podcasts, to growing interest in advertising-funded video-on-demand, Marketing Week predicts the media trends that will take shape this year.
Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.
We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.