HSBC’s brand boss admits coming up with an audio brand was “unfamiliar turf” but that she believes the bank has hit upon a sound that “pulls together everything we stand for”.
The streaming giant has ended a dominant run for the German discounters in YouGov’s annual BrandIndex buzz rankings after a year in which it saw subscriber numbers soar and had both popular and critical hits with titles such as Bird Box and Roma.
As beauty giant Avon hits a bum note with its latest US campaign, a lack of joined up thinking could mean the damage will be felt over this side of the Atlantic too.
The Body Shop sees more of a role for its store as centres for its campaigning and lobbying going forward as it looks to bring its brand purpose to life and give people more reason to visit.
In her first interview since joining Eve Cheryl Calverley, the brand’s new CMO, talks about swapping big corporates for the startup world and her mission to refocus the brand and build a sustainable business that will stand the test of time.
It’s tough on the high street, but some brands are maintaining margins and delivering surging profits. From understanding the core customer to keeping up with the latest trends, what are they doing so right?
The P&G-owned brand has seen consumer perceptions in the UK plummet in the wake of the ad, which has been both criticised and applauded for its attempt to tackle toxic masculinity.
CEOs who hoard responsibility for customer experience aren’t just frustrating their CMOs but also harming their own business prospects, says Smart Energy GB chief executive Sacha Deshmukh.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
In this new series, Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
After 133 years, Coca-Cola is at a critical juncture in its history with its core brand and category in decline, requiring it to take unprecedented risks on innovation, acquisition and experimentation. Marketing Week got a behind-the-scenes look at the efforts under way at its Atlanta HQ.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From Facebook ads to marketing budgets, we arm marketers with all the important numbers, data and statistics they need to tackle the coming week.
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, […]
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 […]
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 […]
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 […]
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 […]
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 […]
The products on show at CES prove marketers need to finally get in front of the making process – to use data, creativity, imagination and empathy to inform what gets to market.
Fewer than half of marketers provide an experience that meets what customers expect, new data shows, but the highest performers are leading cross-functional efforts to improve personalisation and real-time response.
The launch of XEIM aims to highlight the digital transformation of Centaur’s brands, including Marketing Week, and strengthen its relationships with clients.
The B2B brand’s ‘Keeping Business Moving’ campaign shifted the conversation towards lifetime value, resulting in its annual sales record being broken.
The global gym group is looking to remove industry intimidation and reposition itself to appeal to a wider target audience by offering a realistic and relatable interpretation of fitness.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Are you someone who prefers making handwritten notes to smartphone memos? Someone who believes the best way to read something with due consideration is to have it printed out so you can make notes in the margins? Someone who needs to make mark-ups on proofs on a regular basis? If so, on more than one […]
Catch up on all this week’s marketing news including the reaction to Gillette’s ‘#metoo’ ad, Shell and Jamie Oliver’s tie-up and Bupa’s move to focus its marketing on just five postcodes.
The course is designed for CMOs who have the ambition to become CEOs and this year includes marketers from Amazon, Diageo and M&S.
From identikit ads for small businesses to the same outdated image of the over-60s, creatives need to look beyond the obvious and stop falling into the same old traps.
P&G looks to be bringing more of its media planning and buying in-house as it looks to bring its marketers closer to the consumers they serve but it should be wary of going too far down this route and losing the expertise an outside voice can offer.
Brand purpose is among the most talked-about topics in marketing today, with companies’ challenge being to link their business credibly to doing social good.
Why should your business harness the power of social media to reach other new markets?
A look at what motivates consumers to refer a friend to use a brand, and how brands can persuade customers to participate.
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
SAS and Harvard Business Review reveal which companies are most successful at creating real-time customer experiences, and why.
With brands’ use of influencers growing every year, Influencer Intelligence looks in-depth at attitudes towards the channel across the industry and among the public.
There is still time for marketers to adjust and optimise their tactical plans for making the most of the sales opportunities this Black Friday and Christmas.
Personalisation will miss the mark if it is only based on past data – marketers also need predictive analytics to achieve its full potential.
Learn how to maximise the effectiveness of one of the most influential social media ad formats on the market.
Find out which companies are excelling at customer-centric communications, and how they are achieving it.
Agile might be a much derided buzzword but when marketers take their cues from software developers and begin to work in an ‘agile’ way it can offer big benefits to ways of working.
Nationwide’s ‘Voices’ campaign achieved a double-pronged goal of providing a platform for diverse creative voices across the UK and helping grow the building society’s share of switched accounts to 20%.
A quiet marketing revolution has been happening in the charity sector as organisations look to not just help those in need but empower them.
There was a clear divide in the success of retailers this Christmas as those that offer cheap convenience win out over some of the nation’s ‘favourite’ stores.
Jamie Oliver has hit back at accusations of hypocrisy following his new partnership with Shell, but it is going to take much more than 20 years of “earned trust” to make up for this brand blunder.
New insights on customers’ location and behaviour completely changed how Bupa Global thought about its product and market, uncovering its policies’ appeal within the high net worth segment.
Marketers are growing ever more pessimistic about the economic outlook as companies tighten their belts and take a “wait-and-see” approach to how Brexit will shake out.
Hiring intentions among marketers remain robust despite falling optimism around marketing budgets and both their company’s and industry’s financial outlook as technological development, product launches and opportunities for business growth overseas fuel hiring.
Doing marketing isn’t the same as leading marketing, so Marketing Week has joined forces with leadership expert Thomas Barta to launch a course to teach marketers how to build influence and make an impact.
TSB’s Pete Markey had a baptism of fire on his promotion to CMO in 2018, dealing with an IT crisis and putting plans for new media activity on ice. Now he’s back on the job of sharpening the brand’s commercial edge and its points of difference.
Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The luxury department store’s first chief marketing and customer officer is instead championing a customer-centric approach based on personal interactions and elevating the in-store experience beyond the high street as it looks to win “the race to the top”.
We arm marketers with all the important numbers they need in order to tackle the week ahead.
O2’s campaign to promote its free screen replacement for the new iPhone helped boost brand metrics, sales and market share at a time when consumers no longer saw the need to upgrade their phone.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
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.
Register for this webinar to find out the key data points marketers should be gathering from social media, in order to get more from their analytics and strengthen engagement with their target consumers.
Brands have the opportunity to win consumers hearts and their custom by taking a stand on the issues they care about.
Burger King’s celebrated CMO tells Marketing Week why the ‘great idea’ is everything in marketing, what the importance of having a challenger mindset is and why data-led companies don’t need marketers.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Avoiding rush hour by having flexible start and end times can have huge benefits on both wellbeing and productivity.
Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.
The charity dressed up some of London’s iconic statues in red parkas as part of its Wrap Up London campaign, in an effort to get Londoners to donate unwanted coats for the homeless and vulnerable.
Marketing Week Explores: From the risks and rewards of working in a small business, to the usefulness of marketing degrees and the rising demand for flexible working, the Marketing Week Career and Salary Survey takes the temperature of the marketing industry in 2019.
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