When Cigdem Kurtulus took on the top marketing job at Reckitt she introduced a marketing hub to encourage collaboration across all markets as she says you can’t enforce a “digital transformation mindset” without first changing the infrastructure.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Covid-19 may have damaged the career prospects of young people leaving education over the past 18 months, but could marketing be emerging as a popular destination for this next wave of talent?
From upping the focus on risk management and taking time out for strategy planning, to ending the obsession with creating content and ‘digital’, Mark Ritson, Helen Edwards and marketers from Boots, Mastercard and GSK share their thoughts on what brands should begin doing, and what should be banished.
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.
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 reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
As one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
Marketing Week reveals the top 10 marketers in travel, leisure and hospitality, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Brands including Just Eat, Tesco and Mars put forward a team for last week’s event, which was described as the “de facto welcome back” for the industry, following 18 months of Covid-19.
We arm you with all the numbers you need to tackle the week ahead.
Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
There’s no ‘going back’ to the office – the 18-month break means attitudes have changed and an effective working culture must recognise new realities.
For all Amazon’s innovation and invention, it is the world’s most valuable brand principally because its founder Jeff Bezos got to know his customers.
To become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
In the latest episode of Marketing Week’s podcast series, Abi Comber discusses her journey from Boohoo’s £55m acquisition of Debenhams to her new role at the heart of Covid testing.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Forget worshipping at the altar of revenue. Marketers who take a leaf out of Tom Kerridge’s book and embrace pricing power will find the surest route to profitability.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
Channel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
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.
With its award-winning products and innovative ideas, Elvie continues to enjoy great success. As CMO Aoife Nally explains, that startup spirit of invention remains as strong as ever.
Despite posting a loss of of €190m, Just Eat’s marketing investment and Euro 2020 campaign has seen the brand improve its awareness, loyalty and order numbers.
B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
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.
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.
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.
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.