Coca-Cola has successfully navigated the initial introduction of the sugar tax by focusing on its low sugar variants, but it will need to do more to do turn around a long-term trend of declining sales.
Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
From UK consumers wanting more transparency from retailers about AI, to less than a quarter of companies reporting GDPR compliance post deadline, here are all the stats you need to know this week.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The competition comes after new research reveals Londoners don’t think the women they see in ads are representative of those in the capital.
The financial tech company has launched a new service that aims to offer customers a full view of their financial health as it enters what its marketing boss says is the fourth stage of its brand evolution.
The BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
As the financial services industry faces new entrants and disruptors, Western Union is looking to the future of the payments industry by exploring how cryptocurrencies and blockchain-related technologies can improve the customer experience.
In the future, creative ideas will be accompanied by business forecasts, predicts The Leading Edge’s Chris Paxton.
To create long-term career success, stop thinking everything has to be done at lightning speed and instead take a moment to set out your day and pause to refresh your mind.
Mark Ritson, RBS CMO David Wheldon and Sir John Hegarty are among several marketing luminaries that will bring to life some of the biggest strategic challenges marketers face now and in the future.
Marketing Week Explores: From Sainsbury’s and Sky, to Virgin and Sephora, we look at how brands are trying to keep consumers incentivised – and whether anything actually works.
From retail giants to the smaller players, Pinterest can be a haven for brands wanting to exploit its ‘visual discovery element’ but it must fend off other platforms looking to take a slice of the crowded digital ad market.
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 […]
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Learn how to leverage the creator economy and utilise user generated content for your online and offline marketing strategies.
From Pepsi’s decision to launch an innovation hub to Facebook’s data fine and brands threatening to pull spend from digital, catch up on all the marketing news this week.
Marketing has to fly the flag for the customer and make itself indispensable to the rest of the business so it is seen as more than just a cost centre, says Raoul Pinnell.
Chief brand officer at fashion brand Rebecca Minkoff, Ana Andjelic, explains how luxury retail has transformed itself from conspicuous consumption to helping customers become their ‘better selves’.
‘Subvertising’ might not be new, but in 2018, when even the smallest act can be massively amplified online, brands need to realise they no longer operate in a world where they can pull the wool over people’s eyes.
Deliveroo is ramping up the pressure on its food delivery rivals as it aims to reach six million UK customers by the end of the year and drive global fame by riding the wave of its latest campaign.
The telecoms brand’s media boss has warned brands are done with talking about the issues in the digital landscape and will move money away if the industry does not start to take action.
The most watched ads last month include Beats’ World Cup ad, an Apple spot to promote the MacBook and Google’s push for its Google Assistant.
As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Howard Sharman was editor throughout the 1980s, a time when retailers’ ad budgets first surpassed FMCG.
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Learn how to set up journeys effectively across customer channels and screens, balance customer experiences, and deliver the right messages to the right people.
This new report examines the current uses and potential opportunities for data in the advertising cycle.
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
Learn how individual-level customer data can influence every point on the path to purchase and best practice advice to accelerate your journey to unlock the power of individual level data.
A new report confirms media agency staff are nothing like the consumers they serve, but the bigger question is whether they and marketers are market-orientated enough to know this and let customer insight guide them.
Pepsi is hoping to foster a startup culture so it can spot new opportunities as sales growth at its core business slows.
P&G’s documentary on employees’ fight to add sexual orientation to its equal opportunity statement in the 1980s was just the start; it is now looking to shift the dial on diversity further by having the difficult conversations.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The fact consumers have fallen back in love with gin shows categories can evolve quickly, but it’s important to understand and respond to emerging trends as well as what people are interested in right now.
From companies struggling with digital transformation to inflation weakening and email marketing click-through rates, here’s all the stats you need to know this week.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As brands overhaul the established model of discount-based loyalty schemes, is rewarding longevity now the answer to incentivising profitable customer relationships?
Inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.
Commercial boss Sean Bratches outlines F1’s ambitions to become a world leading entertainment brand that runs like a startup “myopically focused” on serving fans.
Having initially gone on a year-long sabbatical, Hugh Pile has now made the decision to take on a permanent role with his family’s business Blue Skies Holdings as it transitions to become a consumer-facing brand.
To celebrate Marketing Week’s 40th anniversary, we asked past editors to sum up the industry and Marketing Week during their time at the title. First up, Torin Douglas who was a contributing editor from 1978.
Customer experience is exciting, but before you move onto chatbots and augmented reality you need to get the basics right, and that includes taming legacy technology.
From Aviva’s new marketing strategy to Diageo’s stance on diversity and the first bans for online junk food ads – here’s everything that mattered this week in the world of marketing.
Despite the fact digital makes up 80% of its sales, high-profile TV sponsorships remain at the heart of Domino’s marketing strategy as the pizza delivery giant looks to position itself as the ‘Official Food of Everything’.
Marketers, like all humans, believe everyone is as interested in their work as they are, leading to ads that fall at the first hurdle by taking it for granted that they will be noticed.
With Stories representing a top priority for Instagram, the social media giant is on mission to educate brands about the importance of creating vertical video.
With London Pride taking place on Saturday, brands are stepping up their celebration of the LGBTQ+ community. But they need to extend what they do beyond this weekend if they truly want to be taken seriously on equality.
Plus California passes privacy law similar to GDPR and Malaysian trade body warns marketers to stop stealing ideas from agencies.
A worrying trend appears to be emerging where B2B marketing influence dwindles as brands grow, resulting in marketers at big companies finding it difficult to get their message across at a senior level.
Branding expert Rita Clifton has seen a significant shift in the sectors that excel during her career, but says having strong brand principles will always be the key to meeting future challenges.
Aviva wants to “permanently change” insurance by using data and technology to address customers’ biggest pain points and using its marketing to move the conversation away from price.
As Lucozade’s in-house agency launches its first major campaign as part of its Love Island tie-up, the drinks company’s head of digital marketing says the focus is now on proving effectiveness.
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