Marketing Week columnist Mark Ritson explains how Tourism Australia used its understanding of the sales funnel to diagnose an issue with intention and create a campaign that boosted tourism spend among US travellers.
Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequence to boost the number of people it reaches.
Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
An exclusive study by Marketing Week finds that while almost two-thirds of marketers are measuring the impact of creativity, they are still reliant on more “old-fashioned” research methods.
New advertising rules around gender stereotypes come into force today after the UK ad watchdog determined harmful stereotypes in advertising can contribute to inequality in society.
The shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
The transformation of the economic and cultural landscape means the notion of value is changing and a very different era for marketers awaits.
BrandZ’s top 100 global brands of 2019 reflects the increasingly uncertain economic and geopolitical state of the world.
After just a few short months, Peter Duffy swapped heading up marketing at Just Eat for leading the entire business, and while he admits it was a shock, his unwavering focus on customers has made stepping up easier.
While advertising awards have little commercial value to clients, they at least remind us that great ads are cheaper and more effective at driving purchase behaviour than relying on outsize media spend.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
We arm marketers with all the numbers they need to tackle the week ahead.
Coca-Cola is promoting new flavours of Diet Coke including ‘Twisted Strawberry’ and ‘Exotic Mango’ in a tongue-in-cheek campaign.
Marketers struggle to progress to CEO because they focus too much on marketing rather than the bigger picture, according to Diageo’s Syl Saller, O2’s Nina Bibby and Verizon’s Diego Scotti, who suggest a lack of role models is also preventing CMOs from taking the next step.
With the PPI deadline fast approaching, the financial industry’s regulatory body is making a last-minute drive to educate consumers, but the challenge is ensuring it remains authoritative without being boring.
Catch up on all this week’s big marketing news including Coca-Cola and Costa’s new product launch, the world’s most valuable brands and how Diageo is getting its marketers to think more creatively.
When the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
Birds Eye has overhauled its marketing strategy to put a greater focus on creativity, a move that is already having an impact on its performance and how it views investment in creativity.
The shortlist for Marketing Week’s Masters awards for categories including Content, Data-driven Marketing and Video is revealed.
The shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.
The shortlist for Marketing Week’s Masters awards for categories including Retail and Ecommerce, Business-to-Business and Consumer Goods is revealed.
In his new role as MD of marketing and digital, Evans will head up all digital capabilities in addition to his ongoing responsibilities in marketing.
Costa promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
Consumers have a dizzying array of choice when making purchase decisions and they often use these unconscious cognitive processes to simplify the task, so brands should adapt their marketing accordingly.
Marketing Week Explores: As brands rev up their focus on media and the number of short-term campaigns rocket, what do brands have planned to close the creativity gap?
It’s great that brands are stepping up to champion LGBTQ+ rights and support these communities with Pride-related activity, but creating a rainbow coloured product is simply not enough.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diageo’s new training programme, dubbed ‘Creative Sparks’, aims to bring creativity to every aspect of marketing from media to how to use insight, as well as best practice in briefing, how to nurture ideas and using measurement to unlock creative.
There is a new leader in the BrandZ rankings of the top 100 global brands, with Amazon breaking the 12-year reign of Apple and Google.
The bulk of this year’s fastest risers in the BrandZ ranking come from the technology sector, while automotive and mass personal care brands struggle to keep pace.
We arm marketers with all the numbers they need to tackle the week ahead.
Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
In the battle between effectiveness and efficiency, the role of creativity and how it can power profitable marketing is being lost.
With the increased attention put on determining the impact of media, creativity has seemed to be in decline but new methods and a renewed focus could reignite the spark.
Catch up on all this week’s big marketing news including the return of Hovis’s ‘Boy on the Bike’ ad, Walkers enlisting the help of the Spice Girls and Lidl going “big on” quality.
To deliver your marketing effectively online you need to know who your most important target customers are and where to find them. This webinar will help you do just that.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
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.
It’s easy to become swept up in eye-catching projects but as the demise of the Airbus A380 proves, ideas must also be relevant to thrive.
Day 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
Jan Gooding is one the best known and highest regarded marketers in the UK. She tells Marketing Week editor Russell Parsons about her “career limiting” inability to keep quiet and the racism and sexism of 80s ad land.
SAP has an ambition to become the first pure-play B2B company to make it into the top 10 on BrandZ’s most valuable brands list through a focus on creativity, storytelling and the needs of its customers.
An investigation by the ad watchdog found brands including McDonald’s, Lidl and Marks & Spencer running ads for food high in fat, sugar or salt alongside videos on YouTube channels directed at children, although there is no suggestion the companies were actively targeting under-16s.
Channel 4 hopes brands will tackle the problem that 60% of people believe the LGBT+ community is shown in a negative way in advertising, often supporting “tokenistic roles” and rarely feature bisexual, gender fluid and transgender people.
Les Binet and Peter Field’s research has gained fame by showing the need to balance long- and short-term marketing, and while criticisms of their methods are fair, their conclusions still appear to be valid.
Al-Qassab has been in charge of the BT, EE and Plusnet brands since 2015, with Channel 4 bringing him on board to help accelerate its digital marketing strategy.
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