Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
As the grocer reports a Christmas sales boost of 3.2%, Tesco is banking on its new media and insights platform, an “unwavering commitment” to value, and “heavy” investment into convenience to drive further growth this year.
Having taken the decision to put purpose at the heart of its brands in 2018, Unilever is now facing a backlash from fund manager Terry Smith, who claims the business is “obsessed” with showcasing its sustainability credentials.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Starling Bank stopped advertising on Facebook and Instagram in December to “protect” its customers, and said last week it would not reverse the decision until Meta cracks down on financial fraudsters using its platforms.
McDonald’s new app-based loyalty programme allows customers to swap points for menu items such as McNuggets and a mini McFlurry after spending as little as £15.
Tackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.
Apple’s latest mobile operating system, iOS 15, is here and it’s having a serious impact on email marketing. SMS is the solution.
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 a major investor calling Unilever’s focus on purpose “ludicrous” to the importance of time, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
The consumer protection brand and its digital agency delve into the challenges they face in measuring marketing outcomes and driving sustainable business growth, including benchmarking performance in unusual times and framing the language of measurement to encourage alignment with objectives.
Claiming consumers are “desperate for great quality merchandise”, CEO Steve Rowe is confident M&S is moving in the right direction as sales rise and its loyalty scheme grows.
Predicting the future of marketing tech might be a great way to grab headlines, but it’s the everyday business challenges that marketers need to prioritise in 2022.
Offering low prices is a “key priority” for the supermarket, which is pledging to match discounter prices across more ranges despite surging festive sales of premium products.
Having chosen a career in marketing after a life in the Armed Forces was ruled out, Dreams marketing director Simon Moore has been drawn to companies undergoing transformational change ever since.
As part of a shakeup to its senior leadership team, GSK has promoted two of its marketers to the top level of its business in Great Britain and Ireland.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Direct Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
Is the trade-off between short-term metrics and long-term brand building setting marketers up to fail when it comes to appreciating the importance of time for both brands and consumers?
In 2018, 80% of Gousto’s sign-ups came through performance marketing. Now, following three years of rapid growth, the business is seeing greater results from its investment into brand.
Acknowledging NPS is being “destroyed” by misuse, the founder of Net Promoter Score has developed a complementary metric aimed at ushering in the era of customer capitalism – if marketers are ready to be radical.
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Marketing Week columnist Harry Lang shares an excerpt from his recently published book, Brands, Bandwagons & Bullshit, a guidebook for young professionals embarking on careers in marketing, advertising, PR and media.
Confirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
As IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Pfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
Takeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
