With A Level results being awarded to aspiring young marketers this week, long-running research from Nottingham Trent University has explored the shared characteristics of students embarking on marketing degrees.
Embarking on organisational change means being willing to challenge yourself and others, and leading people through uncertainty with courage.
We arm you with all the numbers you need to tackle the week ahead.
Intel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
Diet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.
Our marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
By using data to communicate experiences that pull customers in, rather than pushing undifferentiated offers, brands can transform loyalty’s effectiveness.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The strength of the British Gas brand is plummeting, according to new data, as the energy crisis deepens and consumers struggle with the rising cost of living.
Data shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
Credited as playing a “key role” in Tesco’s brand turnaround story, McEttrick will join Primark in September.
Deliveroo had planned to increase marketing spend over 2022, but as customer acquisition and retention weakens, the business has decided not to pursue top-line growth.
As the UK teeters on the precipice of another recession, consumer shopping behaviour is shaping up to be similar to that seen during the 2008 financial crash.
The rising cost of TV might offer advertisers an opportunity to redefine how they measure the value of different media, industry experts suggest.
The beer company’s UK marketing director says sustainability in product design must go much further than just packaging.
Having swapped the world of digital banking for debt collection, former Atom Bank marketing boss Neil Costello is on a mission to bring a message of financial wellbeing to an unloved sector.
Recognising the need to be “more radical”, the Financial Conduct Authority has the backing of senior leadership to make marketing a “vital” part of its fight against fraud.
Challenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
The company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
Data suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
Want to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Experiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
With research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
With 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.