Marketers just can’t resist pointless fads, which is why you can now buy your own piece of marketing history with my freshly minted series of non-fungible tokens.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
There’s plentiful research to show buyers don’t make purchases logically, yet B2B marketers still try to make sales largely based on product features.
Undertaking a Level 4 apprenticeship unlocked both a love of data and a path to career progression for Marks & Spencer marketer Imogen Reid.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The CMO of the business behind Speedos, Berghaus and Ellesse believes in the power of curiosity, asking questions and finding a work culture where you can truly be yourself.
Our marketer on the inside shares five resolutions careworn marketers should adhere to this year.
Attest research shows consumers want to shop sustainably, but brands and retailers need to offer good-quality and good-value products to help them make that choice.
We arm you with all the numbers you need to tackle the week ahead.
From Autoglass to Netflix to Just Eat, Mark Ritson explores the brands with the most effective sonic assets.
The UK’s international aid organisations are launching a joint campaign for the first time, aimed at rebuilding the prospects of the entire category.
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 P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.
The Festival of Marketing will be kicking off the year with a two-day, in-person and virtual event on 24 and 25 March.
Having taken the decision to put purpose at the heart of its brands in 2018, Unilever is now facing a backlash from fund manager Terry Smith, who claims the business is “obsessed” with showcasing its sustainability credentials.
Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the right brands purpose will still be the most effective strategic choice.
Heinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
The industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword.
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
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.
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.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
As 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.
Reading 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.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised 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.
Those 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.
Pfizer’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.
A 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.
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.
