Are brands measuring the impact of creativity?
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.
Ban on ‘harmful’ gender stereotypes in advertising comes into force
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.
Coca-Cola, Amazon, Diageo: 5 things that mattered this week and why
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.
How Birds Eye is measuring ‘return on creative investment’
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.
Huawei, Bodyform and HSBC top Marketing Week Masters awards shortlist
The shortlist for Marketing Week’s Masters awards is revealed, with Greenpeace, Diageo, Elvie and Aldi also racking up multiple nominations.
How brands can grow in a volatile marketing world
BrandZ’s top 100 global brands of 2019 reflects the increasingly uncertain economic and geopolitical state of the world.
Just Eat’s boss on the challenge of transitioning from marketer to CEO
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.
Colin Lewis: Ethics are central to consumers’ new definition of value
The transformation of the economic and cultural landscape means the notion of value is changing and a very different era for marketers awaits.
Instagram is growing its value faster than any other brand
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.
Costa moves into ready-to-drink market with first launch since Coca-Cola acquisition
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”.
Watch: Ritson on how Febreze used consumer insights to drive effectiveness
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.
Harry Lang: Creative awards remind brands of the need to take risks
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.
Measuring the magic: Why brands need to refocus on the effectiveness of creativity
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.
How Treatwell uncovered the most effective way to spend its marketing budget
Sponsored by Facebook
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.
Marketing Week Masters awards shortlist: Channel Masters
The shortlist for Marketing Week’s Masters awards for categories including Content, Data-driven Marketing and Video is revealed.
Marketing Week Masters awards shortlist: Special Masters
The shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Digital Transformation and Brand Purpose is revealed.
Marketing Week Masters awards shortlist: Sector Masters
The shortlist for Marketing Week’s Masters awards for categories including Retail and Ecommerce, Business-to-Business and Consumer Goods is revealed.
Direct Line promotes Mark Evans to help accelerate digital transformation
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.
The seven cognitive shortcuts that dictate what people buy – and what they don’t
Sponsored by The Behaviours Agency
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.
Reigniting the spark: How brands are coming back to creativity
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?
Tanya Joseph: At Pride, brands must back up words with actions
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.
Marketoonist on the silo mentality
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diageo introduces creativity training to ‘inspire and challenge’ marketers
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.
Amazon beats Apple and Google to become the world’s most valuable brand
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.
Online ad spend, high street footfall, Amazon’s revenues: 5 killer stats to start your week
We arm marketers with all the numbers they need to tackle the week ahead.
Morrisons, Refuge, Admiral: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Russell Parsons: Proving the effectiveness of creativity is key to profitable marketing
In the battle between effectiveness and efficiency, the role of creativity and how it can power profitable marketing is being lost.
Walkers, Lidl, Santander: 5 things that mattered this week and why
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.
How to understand your ideal customer profile
Brought to you by AdRoll
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.
Thomas Barta: For career success, relevance trumps being cool
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.
Millennial travel brand Day 8 on the end of the influencer and rise of community
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.
Marketing Week Meets…Jan Gooding
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.
Why one B2B business is trying to market more like a consumer brand
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.
Brands found targeting junk food ads at children online
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 puts focus on LGBT+ representation in annual diversity competition
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.
Mark Ritson: Binet and Field’s research may not be perfect but that doesn’t make it wrong
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.
Channel 4 hires BT’s Zaid Al-Qassab as CMO
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.
Charlotte Rogers: Love Island may be a ratings hit, but it’s a brand risk
This summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?
Almost two-thirds of UK ad spend to be online by 2020
Britain is now the largest online advertising market in Europe and third-largest globally, with £1.34bn worth of spend going online last year.
Marketoonist on digital transformation
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The benefits of taking control of the creative process
Advertisement feature
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Watch on-demand: How to reach shoppers at key moments
Brought to you by MiQ
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.
How messaging bridges the chasm between brands and customers
Sponsored content
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.
Should brands have a voice on society’s big issues?
Sponsored by YouGov
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
Why B2B brands need to invest in brand marketing
Creativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.
Tenzing: We don’t need a big budget, just a point of difference
Building on the success of its first marketing campaign last year, Tenzing is now looking to boost engagement by building a community around the brand and isn’t losing sleep over Coca-Cola’s foray into the energy drinks market.
BT wants to shake off its ‘ornamental’ status with FA sponsorship
BT has signed a £50m five-year deal with the Football Association as it looks to have “real relevance” with consumers and talk more broadly about its business.
MoneySuperMarket tests ‘better balance’ of short- and long-term metrics
The price comparison site has previously been focused on more short-term metrics but wants to better understand marketing effectiveness “in the round” and align it with business objectives.
Santander wants to make its purpose ‘more tangible’ as it shifts brand positioning
Santander is moving away from talking about prosperity in its advertising to instead focus on what’s possible as it looks to differentiate from competitors and make its purpose “less nebulous”.
Sky Sports teams up with Visa to launch new Women’s World Cup programme: Women’s World Cup 2019 blog
Welcome to Marketing Week’s 2019 FIFA Women’s World Cup blog, a chance to catch up on all the latest brand, marketing and sponsorship news around the tournament.
Ad spend, consumer confidence, price rises: 5 killer stats to start your week
We arm marketers with all the numbers they need to tackle the week ahead.
Walkers launches biggest ever marketing campaign as it looks to ‘rejuvenate the brand’
Walkers has enlisted the help of the Spice Girls as it looks to create “talkability” around the brand and boost its appeal among “millennial families”.