Asking whether purpose will increase market share is the wrong question. But brands all have a deep-seated vision, which marketers should dust off and use to inspire their approach to innovating for, and engaging with, consumers.
As BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
With the first anniversary of GDPR coming into force just days away, most consumers don’t feel any better off, and nearly a fifth believe their experience with brands has actually got worse.
The company has promoted Kris Robbens, currently its western Europe brand director, to the top marketing job in Great Britain as it looks to do more product launches to keep up with changing consumer habits.
We arm marketers with all the numbers they need to tackle the week ahead.
We highlight some of the key advice on how to break down silos and increase collaboration from our recent event, hosted in partnership with Workfront.
The DMA is dropping ‘direct’ from its name in favour of ‘data’ as it looks to reflect the changing nature of marketing and appeal to its broader membership base.
Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.
General Mills is putting influencer marketing at the heart of its new organic business but it has strict criteria about when to invest revolving around the three Ts and three Rs.
Warburtons hopes its ‘Good Bagel’ campaign will create “talkability and fame” for a brand that is facing a decline in its key white sliced bread market.
There can be enormous pressure at work to read and respond to emails immediately but more progressive companies have realised this is causing stress and burnout, and are introducing policies to tackle the issue.
As Watford prepares for the FA Cup final against Manchester City, the club’s marketing boss has another battle on his hands, extending Watford’s reach internationally without getting preoccupied by “chasing the big”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Timeboxing’ is a common practice in project management but it can also be useful for marketers looking for new ways of completing tasks beyond the traditional to-do list.
Catch up on all the marketing news from the last week including BrewDog’s ‘most honest ad ever’, Boots’s move into digital loyalty and Asda’s plans following the failed merger.
Join this webinar to find how key trends around technology, media consumption and trust will impact your activity.
The charity is using raw home-footage and images of real men to help people understand the disease, which kills one man every 45 minutes in the UK.
The move coincides with the launch of its summer campaign, a “celebration” of body confidence which is where Boots sees itself playing a bigger role in future.
The half-day event, which takes place at Saatchi & Saatchi’s head office on 15 July, aims to inspire young people to find out more about a career in marketing.
Asda plans to “accelerate” its price position and invest in new technology to improve the customer experience as it looks to position for future growth that boss Roger Burnley admits will be harder to deliver without the synergies the merger would have provided.
The craft beer brand’s “most honest ad ever” is nothing of the sort and is instead a sign that this “anti-mainstream” brewer has realised that the big brand advertising is crucial to raising awareness and boosting growth.
The Inside Story: The classic 1985 Levi’s ‘Laundrette’ ad by agency BBH is admired for its craft, but like most great marketing it was grounded in insight, and boosted sales of a struggling product in a moribund category.
Data-driven marketing drives results, proves value and delivers insight, but don’t fall into the trap of thinking it can’t be used to enhance creativity too.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Middle managers often get a bad rap but they are the ones closest to what’s happening within a business and therefore in the best position to get things done.
With ad fraud, brand safety and data breaches presenting increasing threats, managing financial risk is now a key responsibility of marketing.
There are five key ways for brands to grow and disrupt a category, none of which begin with data or technology.
We arm marketers with all the numbers they need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Spending 10,000 hours on anything can seem daunting but a new app can help you track achievement levels for new skills.
There are a few criteria which need to be met for strategic brand purpose work and stand a chance of delivering, which leads to the conclusion Gillette’s ‘#metoo’ ad was a waste of time and money.
On the surface, blockchain seems to be an inelegant solution to an unknown problem, but where it shows real potential is in getting CEOs to care about improving customer experience.
The pace of change, obsession with brand and sheer scale of the CMO role persuaded Dominic Grounsell to give up general management in financial services for a return to marketing at Ladbrokes Coral.
Catch up on all the marketing news from the last week including Tesco bringing Jack’s in store for the first time, Heineken’s alcohol-free push and Morrisons’ move into ultra-fast delivery.
As we near the first anniversary of the GDPR coming into force, the hope is shady tactics deployed by digital services will be whittled out and brands will prioritise ethics over economics.
Heineken’s ‘Say Yes’ campaign, which includes Heineken 0.0, Birra Moretti Zero and Old Mout Alcohol-free, marks the drinks giant’s biggest investment in low and no alcohol to date.
As Selfridges becomes the first retailer to become palm oil-free, retailers and FMCG brands must ensure they fully understand and communicate their plans effectively to ensure they don’t do more harm than good.
Morrisons is paving the way for a closer relationship with Amazon as it sees big opportunities in the ultra-fast delivery space.
The makeup industry has made strides to become more inclusive and cater for women of all skin tones, but more still needs to be done and failing to act now could have serious consequences.
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.
Digital and mobile are transforming the nature of commerce, making it imperative for retailers to understand the impact of online and offline customer touchpoints.
Mark Sandys has worked at Diageo for more than two decades across various roles and markets, but if it weren’t for a few stern words of advice his career might have panned out very differently.
A new bunch of iconic characters from the past are returning to TV screens to help Britain’s largest supermarket promote “100 years of great value”.
The telecoms giant believes the introduction of 14-weeks paid paternity leave is a big step forwards in becoming an inclusive employer.
Peter Duffy, Just Eat’s interim CEO, tells Marketing Week having a global campaign enables it to “invest more in the quality of creative work” as it is being shared across a wider range of markets.
A total of 30 executives have been picked for the scholarship programme, which aims to prepare the next generation of marketers for leadership roles.
We need to understand intent. So, where’s a marketer to start?
The move forms part of the supermarket’s 100th birthday celebrations, and it could suggest Tesco is testing the waters for something more long term.
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