Why Lego is ‘upping the ante’ on its in-house creative agency
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
Marketing Week Meets… Giffgaff founder Gav Thompson
Gav Thompson tells Marketing Week editor Russell Parsons about his zig-zag career, founding a major national brand and his CMO roles across various sectors, including at Paddy Power.
Coca-Cola launches £5m campaign as it redesigns packaging to unify original and zero sugar variants
The redesign is the latest move by Coca-Cola to get more people drinking its low and no sugar variants as it looks to adapt to changing consumer tastes and the introduction of the sugar tax.
How direct-to-consumer brands are reshaping marketing
Direct-to-consumer brands have unfiltered insight into customer behaviour, streamlined supply chains and highly competitive price points, but as a business model it doesn’t come without its challenges.
Retail sales, GDPR, customer experience: 5 killer stats to start your week
We arm marketers with all the numbers you need for the coming week including how news sites are seeing a decline in third-party cookies post-GDPR and what the new generation of marketers want.
Growth in branded products outstrips own-label for first time in three years
Strong growth in categories such as ice cream, soft drinks and savoury snacks helped boost sales of branded goods over the summer.
Marketoonist on fake influence and authenticity
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
PepsiCo buys SodaStream for £2.5bn as it looks for ways to reach consumers ‘beyond the bottle’
Pepsi is buying the carbonated water company as part of its plan to branch into purpose-driven healthy alternatives to fizzy drinks.
How to convert consumers into connected home owners
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New research from YouGov shows that connected home devices still have barriers to overcome to convince consumers to buy.
Mark Ritson: Byron Sharp is wrong – of course brand perceptions influence sales
Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
Mars on why its top marketers are becoming ‘chief demand officers’
The FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.
How to develop a pricing strategy that will make the rest of the business listen
Despite ‘price’ being one of the 4Ps of marketing, not all marketers are in charge of developing their business’s pricing strategy, so how can marketers take control?
How Spotify built its in-house creative team
When Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
How to build a digital culture
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, […]
The fundamentals of B2B digital transformation
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 […]
Marketing measurement and analytics: What you need to know
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 […]
How marketers learn
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 […]
How to build and execute an ecommerce proposition
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 […]
Creating and executing a content marketing strategy
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 […]
Nike, Mulberry, House of Fraser: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Hack your commute: Cure your mobile addiction
Inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.
Greenpeace, BT & influencer marketing: 5 things that mattered this week and why
Catch up with all this week’s major marketing news including a joint BT and EE marketing strategy, Greenpeace’s ‘Rang-tan’ campaign and the government investigation into influencer marketing.
More hands-on and faster-paced: Why young marketers are turning to sectors other than FMCG
Marketing Week Explores: With many young people thinking about their futures today as they collect their A-level results, we discuss the opportunities for any budding marketers looking to enter the industry and whether or not FMCG still offers the best learning ground.
Renault marries German consistency with French creativity as the brand ‘grows up’
The French car manufacturer admits the brand had lost its way since the 1990s and early 2000s, but that it is making clear moves to boost sales in the UK and build a bigger presence globally.
CMA launches investigation into influencer marketing
The Competition and Markets Authority is to probe whether celebrities and social media stars are sufficiently alerting their followers about paid promotions.
Next generation of marketers want job security over ‘cutting-edge’ brand experience
As the next generation of marketers receive their A-level results, the majority of those interested in a career in marketing want to work at a multinational or established British firm rather than at an innovative startup, according to new research.
Direct Line’s three rules for developing a robust value proposition
MoviePass’s too-good-to-be-true offer reinforces the fact brands have got to create a sustainable value proposition, according to Direct Line Group’s head of brand planning Piers Newson-Smith.
Did Vote Leave’s overspend swing Brexit? The marketing industry responds
Marketing analytics experts answer Mark Ritson’s call to action, asking for a definitive industry response to whether the Brexit referendum was won by Vote Leave breaching the rules.
How one UK tech business saw global growth take off
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British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
Meet LNDR, the premium active wear brand that took Nike to court and won
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
Find out which smart home devices are gaining ground
Brought to you by YouGov
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Learn the fundamentals of successful real-time marketing
Brought to you by Selligent Marketing Cloud
Find out how real-time marketing turns top funnel prospects into engaged customers.
Understanding the impact of your marketing activity
Brought to you by ScanmarQED
Although marketers have more data than ever before to help with their decision making, understanding what is really working is still a challenge that is often overlooked in favour of management via vanity metrics.
Learn why voice of customer is key to happy shoppers
Brought to you by Usabilla
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
The ultimate guide to developing your company’s tone of voice
Brought to you by Acrolinx
Learn why your company’s tone of voice matters and how to get it right.
Unlocking influence: 5 ways to ensure effectiveness of influencer marketing
Brought to you by Celebrity Intelligence
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
How to navigate micro partnerships
Brought to you by OneChocolate
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
Email campaign planning: a guide to setting the foundations
Brought to you by Communicator
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
How to successfully go to market with a new product
Brought to you by Bazaarvoice
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
Complete Content: How to engage real humans and sell more stuff
Brought to you by Stickyeyes
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
Customer Inside: A practitioners’ guide to online insight communities
Brought to you by C Space
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
How new technology is making out-of-home more efficient and effective
Brought to you by Posterscope
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
Ben Davis: GDPR is here and, yes, user experience is still broken
New data regulations held the promise of an improved user experience for digital services, but the reality is more pop-ups, confusion and inconsistency.
From Coke to Toyota to C&A: How one marketer became a business transformation specialist
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
Marketoonist on watching the numbers
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Thomas Barta: The first rule of brand purpose is do no harm
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Helen Edwards joins Marketing Week as a columnist
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
BT and EE bring brands closer together under unified marketing role
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
Online shopping, influencer marketing, high street footfall: 5 killer stats to start your week
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
Greenpeace takes ‘heart over head’ approach as it looks to widen appeal beyond activists
Greenpeace hopes the emotional story of a girl and her encounter with a young orangutan will bring the global issue of rainforest destruction for palm oil to life.
General Mills focuses on building digital IQ as it looks to take more strategic approach
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
M&S, Asda, Amazon: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How city marketing is maturing to create global brands
From attracting waves of tourists and appealing to entrepreneurs, to keeping the message relevant for locals, marketers must strike a delicate balance to ensure their destination stands out on the world stage.
Hack your commute: Gamify your life
Ever wished you life was a Final Fantasy video game? Well then there’s an app for you that can help attach stats, points and achievements to any aspect of your life.
Pepsi, Kellogg’s, L’Oréal: 5 things that mattered this week and why
Catch up on all the most important marketing news this week including Pepsi promoting a former marketer to CEO, more clarification around junk food ad rules and L’Oréal’s focus on augmented reality to drive ecommerce sales.
Sign up to our webinar on how to nail AI marketing without alienating customers
Brought to you by Selligent Marketing Cloud
In this webinar, you will get the low-down on why AI marketing is no longer an option, how to get a perfect AI toolkit and how to use AI to increase customer engagement.
Cadbury, YouTube, Converse : The top 10 YouTube ads in July
YouTube’s ad for YouTube Music topped the video rankings in July with the help of Childish Gambino, Sinnead O’Connor, Skepta, Queen and The Beatles.
Helen Tupper: Look before you leap into a new career
‘Pivoting’ your career is tough to do, but can be achieved much more successfully if you take steps to prepare.
The seriously silly Audi approach to social advertising
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How KLM’s customer service took off on Messenger
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With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
How Facebook and Instagram gave new life to Guinness’s ‘Made of More’ campaign
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How ASOS used Instagram to boost recall and awareness
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How mattress firm Simba built its brand using Facebook
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How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
How Mozilla has adopted an ‘agile’ approach to make marketing more effective
Mozilla’s marketing boss is using his background in product development to bring a more collaborative and ‘smarter’ approach to running a marketing department that he believes takes away unpredictability and improves effectiveness.
How Gandys has built a brand without advertising
The Forkan brothers are aiming to build a global flip-flop brand with Gandys but would rather see their profits invested in charitable projects than going on major ad campaigns.
L’Oréal looks to drive up ecommerce sales in AR partnership with Facebook
The collaboration will see L’Oréal’s beauty brands create augmented reality experiences that can be delivered through Facebook as it looks to bring the technology to the masses.
Lufthansa on why having one agency model ‘doesn’t work’
Working with agencies that are nice to the brand – and each other – is the only way to build the trust needed to achieve your best work, says Lufthansa vice president of marketing, Alexander Schlaubitz.
Recommended reading: Speaking with passion and building brand experience
Marketing Week reviews the latest books for marketers.
Tanya Joseph: The finance sector needs to change to get more women to invest
Women are far less likely to invest in stocks and shares than men, but a change to how the industry is marketed could help to solve that inequality.
How Virgin Holidays is going beyond bookings to ‘inspire change’
Virgin Holidays’ new marketing boss wants the company to be a “force for good” beyond just helping people book holidays as it prepares to launch a new marketing campaign, its first in partnership with sister brand Virgin Atlantic.
Mark Ritson: Calling all marketers – it’s up to you to prove if Vote Leave’s overspend swung Brexit
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.