The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
A year into the role, Steve Chantry is committed to shifting people’s perceptions of the business from ruthlessly cost-driven to one that is built on effectiveness.
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
JD Wetherspoon chairman Tim Martin has been criticised for closing the brand’s social media accounts, but it shows he’s brave enough to decide they don’t fit his target market or objectives.
Marketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
Huib Van Bockel is launching the first marketing campaign for his natural energy drink Tenzing as he looks to “ride the wave” of the sugar tax.
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
Plus Jamie Oliver’s Australian restaurant group goes into administration and Baskin Robbins’s meme-inspired ad campaign.
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
In a post-GDPR world, there will be little value in large behavioural and demographic databases when just a few contextual psychological insights are more effective, says CrowdCat chief scientist Richard Summers.
Carol Welch, Odeon’s managing director for the UK and Ireland and a former marketer, explains why the UK’s largest cinema chain is going back to its roots to rejuvenate the industry and accelerate growth.
The UK publishing industry is launching what it claims is its most robust audience measurement to date in an effort to win back trust from advertisers and simplify the planning process.
His departure is part of a wider shake-up that will shift marketing from being a central function to one managed by M&S’s two businesses – clothing and home, and food.
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 […]
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
With the GDPR deadline looming and consumers’ mobile activity creating more data every day, people’s trust is now heavily dependent on how brands protect their data, says Braze co-founder Jon Hyman.
Learn about the fundamental principles that define effective experimentation.
Waitrose is looking to showcase the quality of its ingredients and get people cooking simple everyday meals in its new marketing campaign.
Internet marketing budgets grew at the lowest rate since 2015 in the first quarter of the year, according to the latest IPA Bellwether, while main media advertising slipped into negative territory for only the second time in five years.
Almost 30% of marketers say they plan to increase their workforce over the next three months, according to the new IPA Bellwether; however, some were not so confident as concerns over Brexit and consumer confidence mount up.
What is key to creating effective marketing? With entries now open for the Marketing Week Masters Awards, we speak to five of our judges to gain some insight into what goes into an award-winning campaign.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The loyalty market is ripe for disruption, according to a number of brands who believe blockchain is the answer to building trust and improving customer experience in the long term.
Siemens wants to shake off perceptions that it is “traditional, large and not fast-moving” and show its “sexy” side as it looks to increase its appeal to future employees amid growing competition from the likes of Google and Tencent.
Sir Martin Sorrell may have built up the world’s largest agency holding company, but with the race to the bottom on price more or less complete WPP needs to find new ways to meet marketers’ needs.
Learn how automation is revolutionising the way marketers source their print
When it comes to providing customer support, many organisations believe they only have two choices: deliver an excellent service over a limited selection of channels, or spread themselves thinly over many. Neither is ideal, but fortunately they are not the only choices.
A role-by-role breakdown of how smart marketing teams stay agile with digital asset management in 2018.
While the information-rich customer moves across new channels, devices, and purchase and review touchpoints, data-driven marketers must keep stride with a vast array of marketing, advertising and customer technology tools to create customer journey paths that engage, convert and delight the customer.
Few technological advances complement marketing as well as artificial intelligence and machine learning. Playing a key role in everything from data integration to insight generation, AI enables marketers to scale endlessly while never missing an insight.
Learn how analytics can help your marketing department focus on customers in ways that will benefit your company even more.
Learn how marketing leaders from Lenovo, Visa, RCI, SAS and Comerica are implementing analytics, redefining marketing strategies and transforming their cultures.
Businesses must move away from a channel-specific approach with fragmented systems and rules, and embrace a centralised analytical decisioning capability that can analyse data in a timely manner with the ability to inject insight into any customer interaction across any department and channel.
Using contextual data in conjunction with types of predictive analytics to determine the what, when and where for customer offers can provide benefits well beyond marketing and customer experience.
With the right content marketing KPIs, you can learn how to steer content in the future, better understand your audience, and optimise already existing content to drive more of your core marketing targets.
Getting your data connected and unified plus future-proof it against change are the foundations of successful marketing performance optimisation strategies. With this solid foundation, you can get the most of your analytics, visualisation, collaboration and action-based tool sets.
Learn how to create and execute a strategy that reaches your core audience and boosts your brand’s message in 90 days.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
In the final of a three-part webinar series, we will explore questions around third-party data, privacy notices and the essential things you need to do in the final weeks before the 25 May deadline.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The North Face’s latest global campaign wants to inspire women from all walks of life to explore the great outdoors.
WPP CEO Sir Martin Sorrell has stepped down following an investigation into personal misconduct, raising huge questions about his successor and the future of the company he founded 33 years ago.
The restructure also combines the circulation division, now the largest contributor of profits to The Economist, with the sales, marketing, events and analytics teams.
Catch up on all the marketing news from this week including P&G’s new agency model, Tesco’s Clubcard plans and Asos’s views on Instagram shopping.
The recent #MeToo campaign is a reminder of the important role we all have as leaders: building confidence.
Online fashion retailer Own The Look has spent the past year ramping up its business and is looking to raise £250,000 through crowdfunding, all of which it plans to spend on marketing.
While Asos would rather keep consumers on its own site, CEO Nick Beighton said he is open to experimenting with new ecommerce channels, including Instagram Shopping, over the next 12 months.
Cutting out the “grey areas” in its creative services team has enabled Boden to react faster to customer demands at an event sponsored by Workfront.
Plus American Express champions work-life balance in new ad series and Manchester City announces partnership with South Korea’s Nexon.
When Mytaxi masterminded its four-month transition from Hailo, CMO Gary Bramall says working quickly was essential to avoid “fragmentation, inconsistencies and incoherence” and remain competitive.
O2 is trying to break down the siloes in its business, both internally and with agency partners, in a move aimed at inspiring innovation and creativity.
The supermarket sees Clubcard as one of the key ways it can build on improving consumer perceptions of the brand, which have already tripled over the past three years.
By entering this year’s awards, your work will be seen and judged by top marketers from some of the biggest global brands in the UK’s biggest celebration of marketing excellence.
Senior peers have called on the Competition and Markets Authority to investigate Facebook and Google’s dominance of the digital ad market after hearing concerns from the industry that a lack of choice is making it hard for advertisers to gauge value for money.
No business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
Last month’s top ads on YouTube feature Anthony Joshua’s mental preparation ahead of a fight for Under Armour, Nike’s new Mercurial football boots and the first rap battle between a voice app and a rapper for the Trainline.
Procter & Gamble is introducing three new agency models, including a a multi-agency group that will include the best talent from rival agencies as it looks to get the focus back on creativity.
Brands can no longer sit back and do nothing about online abuse. It’s time they stand up and take action to bring about positive change.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Kellogg’s has spent the past eight years building out an ecommerce function as it looks to capture a significant part of the fast-growing sector and be ready for the advent of ‘ecommerce convenience’.
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