Growth Hacks: Ufurnish’s Toni Wood on how not to waste time
Charlotte RogersDescribing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
Unilever on why sustainability has acted as a ‘talent magnet’
Manny PhamUnilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
How Aldo’s ‘unified commerce’ approach is helping it stay on top of consumer demands
Manny PhamWhile ecommerce has grown in importance for shoe retailer Aldo since the pandemic, physical stores remain critical. One way the retailer is bridging the gap is through the introduction of “omni-associates”.
‘The stakes are higher than ever’: Can retailers make up for lost ground this Christmas?
Michaela JeffersonAfter all the disruption of the last year, major retailers are doubling down on advertising this Christmas. But with stock and price challenges still in play, the real focus should be on what’s coming around the corner.
Apple shoots its festive ad entirely on iPhone: The Marketing Week Christmas blog 2021
Marketing Week ReportersWelcome to the Marketing Week Christmas blog! A chance for the team to cram all the latest festive advertising news into one place.
‘Covid lit the touchpaper’: Exploring the ‘inexorable’ rise of ultra-fast convenience
Matthew ValentineAccelerated by lockdown and spanning everything from meal kits to grocery deliveries, the convenience revolution shows no signs of slowing down.
Pets at Home credits personalisation for accelerating ‘marketing velocity’
Manny PhamBoasting a growing loyalty membership and subscription base, Pets at Home is investing significantly in personalisation in a bid to boost its marketing effectiveness.
Help us build the industry’s most in-depth view of marketing salaries and careers
Marketing Week ReportersMarketing Week’s annual Career and Salary Survey is now open.
How marketers are reshaping culture and collaboration for a post-pandemic era
Marketing Week PartnerFor 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
How Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas ad
Michaela JeffersonMorrisons’ Christmas ad is the second most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.5. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
How marketers are setting up teams for success in 2022
Megan TatumFrom upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
Personalisation and BrewDog’s brand health: Your Marketing Week
Russell ParsonsAt 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 success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
How Toyota Yaris increased its market share to an all-time high
Marketing Week ReportersWith a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
Britvic preps CX centre of excellence amid marketing spend boost
Manny PhamWith plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
Marketing Week Meets the CX50: Ursula Dolton, CTO, British Heart Foundation
Marketing Week ReportersOne of the 10 Technologists named in the 2021 CX50 list, BHF’s chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.
How travel brands can meet consumers’ changing desires in 2022
Nicola SmithWhile the pandemic-driven caution of travellers hasn’t entirely disappeared, there’s renewed hope for travel brands that holidays are back on the agenda in 2022.
‘Punks with Purpose’ six months on: What’s the state of the BrewDog brand?
Manny PhamWhile YouGov’s BrandIndex data shows BrewDog has taken a significant hit to several brand health scores after claims of a toxic culture emerged, the long-term legacy of the revelations could be to its reputation as an employer brand rather than to sales.
The future of marketing careers? Marketing, data, tech and digital in harmony
Colin LewisAfter a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.
What skills will marketers need to face the post-pandemic world?
Megan TatumFrom nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.
Redundancy, restructure, brand values: 5 interesting stats from Salary Survey 2021
Marketing Week ReportersFrom the level of redundancy and furlough, to changes in teams structures and corporate values being put to the test, the 2021 Marketing Week Career and Salary Survey reveals the impact of the coronavirus crisis.
Meet the brands refusing to let Covid derail their talent pipeline
Charlotte RogersFrom PepsiCo creating a dedicated graduate programme for marketers to P&G increasing the diversity of its candidates via virtual assessment centres, brands have defied the odds to ensure they continue recruiting fresh talent.
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Only a fool would bet against Amazon succeeding on the high street
Mark RitsonNewly leaked documents suggest Amazon has begun a concerted push to become a grocery retailer on the British high street. Our columnist looks at why it will eventually triumph, and why this new move is a big part of the omnichannel revolution.
Brand characters could be the most undervalued asset in B2B marketing
Peter WeinbergIt’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
We cannot tackle the climate crisis without the full backing of advertisers
Phil SmithIf brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
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The key basics that form the foundation for data strategy
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to be agile and drive innovation through times of disruption
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.
‘It’s time to shout about the brand’: How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
Just Eat on how it became part of people’s ‘way of being’
Marketing Week ReportersThe online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Motorway’s Lloyd Page on using long-term fame to fuel ‘accelerated growth’
Charlotte RogersPoised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
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If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Mark RitsonThose questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Is Pfizer’s ‘Comirnaty’ genius branding or a major misstep?
Michaela JeffersonPfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Join our roundtable series in partnership with eBay
Marketing Week PartnerBe part of an exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
