Dana Anderson on life after Mondelēz and why ‘rule-bound’ FMCG is changing
MediaLink chief transformation officer and former Mondelēz CMO, Dana Anderson, discusses the need to prioritise diversity of thought and the future of marketing.
Mark Ritson: Three reasons having a digital prefix will stunt your career
Marketing was always going to absorb digital, it was never going to be the other way around, so when marketers label themselves with the dreaded D word all they’re doing is limiting their career progression.
Google, Unilever, Sports Direct: 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.
Patagonia on why brands ‘can’t reverse into purpose’ through marketing
Anchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
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.
Marketers’ hiring plans fall to lowest level yet as economic concerns bite
A lack of commitment to changing headcounts comes as businesses raise concerns about rising prices and increasing competitiveness.
Heineken’s Birra Moretti on why its first TV ad is the ‘final piece of the jigsaw’
The Italian beer brand discusses why building a brand is like “building a house” and why TV is still crucial to attracting new consumers.
Compare the Market looks to drive longer-term loyalty with Meerkat Meals launch
The UK price comparison site describes the reward scheme as a “huge step-change” for the brand as it unveils its first campaign for the new reward scheme.
How influencers transcend all the marketing disciplines
Sponsored by Influencer Champions
Brands need to realise the huge benefits that influencer marketing can bring, says Influencer Champions’ Gary Knight.
‘Relentless’ digital growth boosts UK marketing budgets but pace remains weak
Marketers continue to display a noticeable drive towards digital-based advertising, according to the latest IPA Bellwether, however budgets for main media advertising begin to recover after a bumpy start to the year.
The World Cup marketing that could have been
The BBC’s marketing director Charlotte Lock offers an insight into what goes into a World Cup marketing campaign, and what was planned had England made it to the final.
TfL offers brands £500k of free ad space to give women the ‘representation they deserve’
The competition comes after new research reveals Londoners don’t think the women they see in ads are representative of those in the capital.
Marketoonist on vanity metrics
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How to build a digital culture
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, […]
The fundamentals of B2B digital transformation
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 […]
Marketing measurement and analytics: What you need to know
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 […]
How marketers learn
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 […]
How to build and execute an ecommerce proposition
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 […]
Creating and executing a content marketing strategy
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 […]
Brands urged to spend more on people than tech
Companies need to avoid investing too much of their budget in technology without having the expertise to get the best out of it, according to IBM’s Jeremy Waite.
Marketing through the ages: The 1990s and the calm before the digital storm
As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Stuart Smith was editor throughout the 1990s (and into the 2000s), a time when marketing teams went global, Sir Martin Sorrell and WPP blazed a trail and digital was of little concern.
Why Cadbury won’t ‘throw the baby out with the bathwater’ when it comes to innovation
Cadbury’s senior brand manager says its important to think about product development while also supporting its core brands as it launches a £3m campaign for Twirl.
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.
Aldi and Virgin Holidays top Marketing Week’s Masters awards shortlist
The shortlist for Marketing Week’s Masters awards is revealed, with Bodyform, Vodafone, O2 and Domino’s also racking up multiple nominations.
Marketing Week Masters awards shortlist: Special Masters
The shortlist for Marketing Week’s Masters awards for categories including Brand of the Year, Visionary Marketer of the Year and Brand Purpose is revealed.
Meet the brands investing in talent retention to create a pipeline of future leaders
From setting up dedicated graduate schemes to nurture early talent to creating bespoke cross-functional brand academies, companies are waking up to the importance of investing in their employees’ long-term careers.
ClearScore on its plan to disrupt the finance world for a second time
The financial tech company has launched a new service that aims to offer customers a full view of their financial health as it enters what its marketing boss says is the fourth stage of its brand evolution.
Transparency, digital transformation, luxury purchases: 5 killer stats to start your week
From UK consumers wanting more transparency from retailers about AI, to less than a quarter of companies reporting GDPR compliance post deadline, here are all the stats you need to know this week.
Marketoonist on 40 years of marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diet Coke sales overtake classic Coke as the soft drinks giant navigates the sugar tax
Coca-Cola has successfully navigated the initial introduction of the sugar tax by focusing on its low sugar variants, but it will need to do more to do turn around a long-term trend of declining sales.
How to navigate micro partnerships
Brought to you by OneChocolate
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
Email campaign planning: a guide to setting the foundations
Brought to you by Communicator
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
How to successfully go to market with a new product
Brought to you by Bazaarvoice
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
Complete Content: How to engage real humans and sell more stuff
Brought to you by Stickyeyes
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
Customer Inside: A practitioners’ guide to online insight communities
Brought to you by C Space
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
How new technology is making out-of-home more efficient and effective
Brought to you by Posterscope
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
Learn about sophisticated email marketing – a framework for ambitious marketers
Brought to you by Communicator
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Find out what the British think of loyalty programmes
Brought to you by YouGov and Mando-Connect
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Learn the top five ways to boost customer journeys
Brought to you by Relay42
Learn how to set up journeys effectively across customer channels and screens, balance customer experiences, and deliver the right messages to the right people.
How to build a customer view through data
Brought to you by Research Now SSI
This new report examines the current uses and potential opportunities for data in the advertising cycle.
How UK beer and cider brands are faring in an evolving market
Brought to you by YouGov
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
How retailers can personalise customer experiences at an individual level
Brought to you by Jaywing
Learn how individual-level customer data can influence every point on the path to purchase and best practice advice to accelerate your journey to unlock the power of individual level data.
Sign up to our webinar on measuring influencer marketing
Brought to you by Tribe
Learn how to leverage the creator economy and utilise user generated content for your online and offline marketing strategies.
Pepsi, P&G, World Cup: Five things that mattered this week and why
From Pepsi’s decision to launch an innovation hub to Facebook’s data fine and brands threatening to pull spend from digital, catch up on all the marketing news this week.
‘Marketers must swap tactics for strategy to remain relevant in the board room’
Marketing has to fly the flag for the customer and make itself indispensable to the rest of the business so it is seen as more than just a cost centre, says Raoul Pinnell.
Marketing Week to host Strategy Stage at Festival of Marketing
Mark Ritson, RBS CMO David Wheldon and Sir John Hegarty are among several marketing luminaries that will bring to life some of the biggest strategic challenges marketers face now and in the future.
The seriously silly Audi approach to social advertising
Sponsored content
Helen Tupper: Our need for speed is impeding long-term success
To create long-term career success, stop thinking everything has to be done at lightning speed and instead take a moment to set out your day and pause to refresh your mind.
Meet the brand with more retail locations than Subway, Starbucks and McDonald’s combined
As the financial services industry faces new entrants and disruptors, Western Union is looking to the future of the payments industry by exploring how cryptocurrencies and blockchain-related technologies can improve the customer experience.
One luxury brand on why retailers must do ‘less, but better’
Chief brand officer at fashion brand Rebecca Minkoff, Ana Andjelic, explains how luxury retail has transformed itself from conspicuous consumption to helping customers become their ‘better selves’.
‘Father of modern marketing’ Philip Kotler on avoiding brand decay and preparing for disruption
Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
Ellen Hammett: Beware the ‘subvertisers’ if your deeds don’t match your message
‘Subvertising’ might not be new, but in 2018, when even the smallest act can be massively amplified online, brands need to realise they no longer operate in a world where they can pull the wool over people’s eyes.
Deliveroo on its ambition to become the ‘definitive food company’
Deliveroo is ramping up the pressure on its food delivery rivals as it aims to reach six million UK customers by the end of the year and drive global fame by riding the wave of its latest campaign.
Deutsche Telekom: Brands could switch spend back to traditional channels if digital doesn’t clean up its act
The telecoms brand’s media boss has warned brands are done with talking about the issues in the digital landscape and will move money away if the industry does not start to take action.
What is the future of loyalty?
Marketing Week Explores: From Sainsbury’s and Sky, to Virgin and Sephora, we look at how brands are trying to keep consumers incentivised – and whether anything actually works.
Beats, Apple, Nintendo: The top 10 YouTube ads in June
The most watched ads last month include Beats’ World Cup ad, an Apple spot to promote the MacBook and Google’s push for its Google Assistant.
Marketing through the ages: The 1980s saw FMCG and retail battle for dominance
As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Howard Sharman was editor throughout the 1980s, a time when retailers’ ad budgets first surpassed FMCG.
Mark Ritson: The first rule of marketing is you are not the customer
A new report confirms media agency staff are nothing like the consumers they serve, but the bigger question is whether they and marketers are market-orientated enough to know this and let customer insight guide them.
Pepsi launches innovation hub to foster niche brands
Pepsi is hoping to foster a startup culture so it can spot new opportunities as sales growth at its core business slows.
P&G on why diversity has to be about more than ‘showing up with a rainbow bottle’
P&G’s documentary on employees’ fight to add sexual orientation to its equal opportunity statement in the 1980s was just the start; it is now looking to shift the dial on diversity further by having the difficult conversations.
Marketoonist on innovation mindsets
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Ed Pilkington: Gin’s comeback proves it’s possible to revive a stagnant category
The fact consumers have fallen back in love with gin shows categories can evolve quickly, but it’s important to understand and respond to emerging trends as well as what people are interested in right now.
Understanding Pinterest: A social media ‘outsider’ or marketing gem?
From retail giants to the smaller players, Pinterest can be a haven for brands wanting to exploit its ‘visual discovery element’ but it must fend off other platforms looking to take a slice of the crowded digital ad market.
Digital transformation, inflation and email marketing: 5 killer stats to start your week
From companies struggling with digital transformation to inflation weakening and email marketing click-through rates, here’s all the stats you need to know this week.
Sign up to our webinar on how two of the UK’s biggest brands are driving customer experience innovation
Brought to you by Salesforce
Join Marketing Week, The Guardian’s marketing director Sonia Sudhakar and ITV consumer marketing director Steve Forde on Thursday 12 July at 10am GMT for an exclusive video webinar on how they are meeting the challenge of increasing customer expectations.
Unilever, Sky, Ryanair: 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.