Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
To explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
After notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
WhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
Walkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
Marketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Just Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
A breakthrough study by M&C Saatchi Fluency has identified £60bn in lost growth since 2016, as brands struggle to build crucial connections with audiences.
The evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Global CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
More than 20 CMOs and senior marketers have been selected to join the EMEA Fellowship Programme, which aims to prepare marketing leaders for the transition into CEO or similar roles.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
From the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
Brands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
While on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Thinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
As the Festival of Marketing’s ‘Fast Forward’ conference draws near, speakers including Helen Edwards, Rory Sutherland and Just Eat CMO Susan O’Brien, explain how marketers should prepare themselves and their brands for the future.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
The importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.
People value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
The menopause affects 50% of the population yet businesses have not been as supportive as they should to women, which needs to change.
The difference between good strategy and poor strategy is immense. As part of a new series, our undercover marketer explains why it’s better to take longer, shoot for the stars and slip a bit than to aim for mediocracy and achieve it.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
BlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Among the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
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.
