Helen Edwards: Marketers have a duty to please suppliers as well as customers
Helen EdwardsShortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
Growth Hacks: Ella’s Kitchen on why differentiation is key
Molly InnesBoasting 16 years of consecutive growth, baby food brand Ella’s Kitchen has thrived by acting as a “service brand” rather than an FMCG company.
Les Binet: Optimising price is the first frontier in the fight against inflation
Charlotte RogersThe effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
Redefining creativity and Christmas effectiveness: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the launch of Spotify’s ‘Wrapped’ to discovering which Christmas ads topped the effectiveness rankings, it’s been a busy week. Here is my take.
Social proof and anchoring: The power of behavioural biases at work
Richard ShottonProfessionals believe they make decisions rationally but they’re as likely as anyone to be influenced by external biases, something B2B marketers can harness.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
‘Simple, distinctive, credible’: Müller OOH ad named most effective of September
Michaela JeffersonThe Müller Corner ad lands in the top 15% of all UK outdoor ads for both its ‘stopping power’ and for branding, according to The Works study.
Top CMOs discuss how to become ‘future facing leaders’
Marketing Week ReportersTop marketers from ITV, TK Maxx and Channel 4 share their thoughts on the issues facing marketing in a new Oystercatchers series in collaboration with Rankin Creative.
Why cross-channel campaigns are the way to build profitable brands
Marketing Week PartnerWhen marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
Sustainability, SME priorities, agency evaluations: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Twitter, Apple, Amazon: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How RNIB smashed its fundraising targets by 117%
Marketing Week ReportersA braille newspaper cover takeover, tie-up with Amazon’s Alexa and ITV partnership helped the charity reach more children with its festive message, while also exceeding donor targets by 78%.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Only bad marketers think more messages mean more effectiveness
Mark RitsonYou might increase total message recall by adding more of them, but you’ll lose credibility, as shown by the World Cup protestor who couldn’t pick one cause.
Spotify on balancing innovation and consistency with the launch of Wrapped 2022
Niamh CarrollWrapped is the perfect example of Spotify’s commitment towards marketing consistency, with the campaign now in its eighth year.
Transforming channel marketing: B2B’s new growth imperative
James TaylorThe way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
How one brand’s recruitment revamp drove record engagement
Charlotte RogersWinner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
Marketers have a responsibility to climate change, and so far we’re failing
Grace KiteWith advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
Tandem Bank’s CMO on the ‘critical importance’ of combining marketing and ESG
Michaela JeffersonFounded in 2014 as one of the UK’s first digital banks, Tandem’s aim is to provide “fairer and greener” financial services for consumers.
PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Why Heineken is making sustainability its ‘north star’ for product innovation
Niamh CarrollThe beer company’s UK marketing director says sustainability in product design must go much further than just packaging.
The old purpose vanguard needs new ideas
Thomas KolsterBrand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed.
To make marketing the solution in a recession pay close attention to the numbers
Grace KiteNew data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
What I’ve learnt from the mistakes I’ve made this year
Secret MarketerMaking mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
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Understanding of the fundamentals of good storytelling
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
The benefits and opportunities for brands in B2B social selling
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
What to consider when developing a social media strategy
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s ‘eye-catching’ recipe crowned most effective ad of February
Michaela JeffersonSainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
In-housing: The solution to an industry skills gap?
Molly InnesWith research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Can marketing ever be a ‘green’ job?
Matthew ValentineWith 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
M&S and Unilever address marketing’s lack of socio-economic diversity
Charlotte RogersOn a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.