Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
The 81-year-old juice brand is repositioning to focus on its heritage and appeal to an older audience as it looks to fight falling sales.
It’s been a short week as we gear up for the long Easter weekend so catch up on anything you might have missed in the marketing world this week.
Brits are less loyal to local produce than other nations, but Brexit could change that as import costs push foreign food prices up, giving brands a reason to promote Britishness at home.
Exclusive Marketing Week research shows marketers are shifting away from classic demographics to find more nuanced ways to segment consumers based on their behaviour, personal interests and life stage.
Through the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.
Terms like millennial, Gen Z and Gen X are frequently bandied about, but are these demographic groupings actually meaningful to marketers?
Carlsberg kicks off marketing activity for its rebrewed namesake lager with a social campaign that sees staff react to the ‘colourful’ things Twitter users have said about the brand.
Marketers need a measurement approach that delivers insights at the same speed as they make decisions.
The Marketing Week Masters Awards are the biggest celebration of marketing excellence and offer a unique opportunity to have work judged by some of the biggest names in UK marketing and profiled on Marketing Week.
Marketers increased marketing spend in the first quarter as they look to protect their brands amid rising uncertainty, but the growth is not expected to last.
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
Brands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Shell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
Attitudes towards meat eating are changing consumers’ dietary habits, with consumers making more conscious choices, according to new research by YouGov.
The proportion of marketers expecting to hire over the next three months has fallen to a two-and-a-half-year low as political and economic uncertainty put the brakes on recruitment.
Join this webinar to find out how marketers can better understand customer behaviour and optimise spend on the best-performing tactics.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
We arm you with all the stats you’ll need for the week ahead.
Marketers must keep pace with consumer behaviour, which means artificial intelligence is crucial for providing the personalised experiences required.
Carlsberg is tackling accusations of poor taste head on with a new campaign, admitting it got “preoccupied with being the biggest rather than the best”.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
Download this guide to implementing call tracking, a crucial step in measuring the true sentiment of your customer conversations.
This new ebook from Cision explores the best metrics to use to measure the effectiveness of your PR activity.
YouGov’s latest report analyses Brits’ dietary habits and attitudes to meat consumption, examining the growing trend of ‘flexitarianism’.
Advertisers, analysts, agencies and vendors can’t seem to agree on a common understanding of marketing attribution. Cut through the hype and learn the differences between key measurement approaches.
A close look at the role of marketing technology in powering FMCG brands’ digital marketing.
What marketers need to know to reduce the complexity of ecommerce automation and use it to create an outstanding customer experience.
This new report offers in-depth insights into the concerns of data and marketing professionals in 2019.
Brands are at vastly different stages in their adoption of AI, but those leading in this arena are already seeing tangible business results.
Marketing Week and Creative Review, in partnership with Shutterstock, present a roundtable debate on how to deliver content at speed and scale, alongside case studies of three brands that transformed their approach to creative imagery.
Digitisation has broken down silos separating PR and comms, marketing and advertising, allowing effective campaigns using paid, owned and earned media.
The way young people perceive digital influence is critical to the future of influencer marketing, with 61% of millennials claiming they have been influenced by a social media content creator.
Resellers don’t choose not to adopt digital marketing but they do struggle to do it on their own, meaning your channel partners may need your help to embrace it.
As marketers increasingly view flexible working as an important part of an employer’s offer, try taking the opportunity to use a one-off commute to get some much needed downtime.
P&G’s brand boss Marc Pritchard believes the digital media industry needs to move beyond “endless retrofitting and clean-up” to instead create a “new media supply chain” focused on quality, civility, transparency, privacy and control.
Having a strong sense of her personal brand and where she adds value helped Deliveroo EU marketing lead, Alice ter Haar, ride out one of the biggest challenges of her career.
Catch up on all the marketing news from the past week including Lush’s decision to shut its social media accounts in the UK, Foster’s bringing back ‘Good call’ and Halifax revamping its brand to see of the fintech upstarts.
Diageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both.
TSB CMO Pete Markey has stepped outside his comfort zone by taking up improvised comedy, which has helped him exercise his creative muscle, become a better team leader and improve his mental health.
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Hanson.
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
The recruitment firm might seem like an odd choice of Premier League team sponsor but Hays says smaller firms shouldn’t be put off by the price tag and think about how they can drive engagement, not just awareness.
Marketers delude themselves into believing consumers like ads, but by accepting they don’t you’ll better understand how to make an effective one.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
Tesco says it has seen a 34% increase in activity on its loyalty scheme since it relaunched in 2017, with a digitised Clubcard allowing it to add more value and connectivity across the business.
The online retailer is hoping an increase in the “velocity of conversations with customers” through an uptick in digital marketing and influencer activity will help turn round a slowdown in customer acquisition and website traffic.
Kraft Heinz’s vice-president of marketing for EMEA, Vicki Sjardin, is marking the Heinz brand’s 150th birthday with personal enthusiasm and a desire to keep innovating, as the wider company recovers from its biggest quarterly loss.
Coca-Cola is ramping up new product launches as it brings its mineral drink Aquarius to the UK.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
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.
Join our webinar as we explore how to meet consumers’ rising expectations and create the right conditions for delivering best-in-class customer journeys.
Aviva has set up a community to support the development of people aged over 45, helping it to reduce recruitment costs while retaining the best talent.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
New research further highlights the risks brands face as a result of over-targeting, with negative feelings towards advertising all stemming from precision marketing rather than brand building activities.
Foster’s is bringing back “refreshing Aussie optimism” to combat the gravity of world news and amid declining lager sales.
It’s important to simplify the market when creating a segmentation, but if you create too few segments you risk filling them with people who don’t belong.
We arm you with all the stats you’ll need for the week ahead.
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