TSB swaps David Schwimmer for first brand mascot
Molly InnesTSB is on a journey to get its customers talking, and hopes its new brand mascot will help it address the elephant in the room.
Why Tango is reviving its ‘forgotten’ focus on product
Niamh CarrollTango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.
Coca-Cola’s marketing SVP on staying ‘fresh’ after 25 years with the business
Niamh CarrollThe Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
Premier League clubs ditch front-of-shirt gambling sponsors
Niamh CarrollAnti-gambling campaigners have said the decision to ban front-of-shirt sponsorships while still allowing these ads to appear elsewhere is “incoherent”.
Brand mascots and getting Tango’d: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From TSB revealing its first brand character to Tango reviving its famous tagline, it’s been a busy week. Here is my take.
How is effectiveness defined, measured and communicated?
Marketing Week ReportersThe Language of Effectiveness, sponsored by Kantar, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
From hero to zero: Why loss of trust is so damaging for premium brands
Harry LangBrands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.
ITVX overtakes Disney+ and All 4 as UK’s fourth most considered streaming service
Matthew ValentineITV’s marketing push behind ITVX appears to be paying off, as YouGov BrandIndex data reveals a dramatic improvement in consideration since it replaced ITV Hub.
How the metaverse could change our lives
Marketing Week PartnerThere are countless ways the metaverse may affect how we live, work and play – but with the future still unwritten, how should marketers plan for it?
How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Charlotte RogersRather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
Why retailers are using loyalty cards as a promotional paywall
Matthew ValentineAre retail media networks driving changes to loyalty schemes as shopper data becomes essential to supplier relationships?
Tesco claims its ‘relentless focus’ on value is paying off despite profits halving
Niamh CarrollThrough initiatives such as Clubcard Prices, its price match and everyday low prices schemes, Tesco has “materially eroded” the price difference between itself and the discounters, CEO Ken Murphy claims.
L’Oréal’s top marketer on how his multicultural background became his ‘secret weapon’
Josh StephensonBeing unafraid to tackle new cultures and challenges is what led Lex Bradshaw-Zanger to work for McDonald’s and Facebook before joining L’Oréal.
Sainsbury’s takes on Tesco Clubcard with Nectar Prices launch
Michaela JeffersonSainsbury’s, Boots and Tesco have now all shifted the focus of their loyalty schemes towards offering customers more immediate value, as the cost of living crisis changes buying behaviour.
Marketoonist on agile marketing
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Cost of living, loyalty schemes, retail sales: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Giffgaff, M&S, Apple: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
‘It only works if it all works’: Marketers on ‘reclaiming’ the 4Ps
Molly InnesIs now the time for marketers to grab hold of the 4Ps? Or is discussion of reclaiming price, product, place and promotion simply “navel gazing”?
The road to innovation is paved with abandoned products – don’t let yours be one of them
Dr Kirsten VictoryWith so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
Marketers, give the 4Ps a chance
Gareth TurnerFar from being an outdated concept, the 4Ps are a fundamental tool for modern marketers and if you want to turbocharge your activity – combine them.
The beauty, and difficulty, of marketing is how much it entails
Helen EdwardsMarketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
Your customers aren’t constant, it’s moments that matter more
Richard ShottonPeople don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
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The state of marketing effectiveness
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Recruiting for in-demand skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
How to turn data into insight and action
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
The most important part of AI is the human intelligence behind it
Catherine KellyArtificial intelligence is a powerful and exciting technology with the potential to revolutionise many industries, including marketing. However, human intelligence ultimately determines how effectively AI is used to drive real-life benefits.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.