Marketing leadership has failed to instill pride in the discipline, as a LinkedIn post by Unilever’s European president proves, leading to constant attempts to use purpose to apologise for or redefine it unnecessarily.
While the war on plastic has created challenges for established brands now having to adapt their business practices to cut down on plastic waste, the focus has created an opportunity for brands that can tap into demand for plastic alternatives.
From Just Eat, BrewDog and Ocado entering BrandZ’s ranking of the most valuable UK brands to Tesco’s big reveal of its new discount venture Jack’s, catch up on all the most important marketing news from the week gone by.
Online retailers, food services and betting sites account for the majority of the new entries in this year’s ranking of the UK’s 75 most valuable brands, while supermarkets and car marques slip.
Shock tactics can work but BrewDog’s failure proves that you should steer clear of societal issues unless they fit with your brand’s positioning.
Tesco’s focus on Jack’s Britishness and “being the cheapest in town” will stand it apart from the German discounters but it must avoid appearing downmarket if it’s to truly compete.
Brands are breaking free from one-category products that limit growth and innovation and are taking advantage of consumers’ eagerness to experiment.
Direct-to-consumer brands are shaking up the consumer goods market by owning the whole customer experience, rather than simply the product, and there are aspects of how they operate that all brands could learn from.
The British clothing retailer is hoping Gav Thompson’s experience from the digital and tech industries will help ensure it is fit for a digital-first future.
The International Alliance for Responsible Drinking (IARD) has pledged to improve targeted social media advertising to prevent alcohol ads reaching the wrong audience.
TripAdvisor is moving further into social travel as it unveils a revamp of its website that will enable users to follow friends and brands, offer a personalised news feed and let users plan their trips.
From Three’s ad featuring a giraffe-flamingo with swagger, to Google championing humour and wit, to Turkish Airlines’ Lego-inspired spot, these are the top 10 most watched ad on YouTube for August.
Marketing Week Explores: In the latest edition of our podcast series we discuss the School of Marketing and its mission to help diverse young people find a route into the industry.
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 […]
A drinks reception and dedicated stage will mark Marketing Week’s birthday at the Festival.
Learn how webinars can drive your opt-in strategy and help to overcome the challenges of GDPR.
The multinational gas and oil company has long been involved with the Paralympics movement and its global brand director says BP is prepared to up its game if more marketers catch on to the growing opportunity.
Marketing Week reviews the latest books and articles for marketers.
Join Marketing Week and marketers from top brands as we examine how and where technology adds most value, and why companies shouldn’t get too far ahead of their customers.
Tesco’s is positioning Jack’s around Britishness and being the “cheapest in town” as it shakes off concerns its new discount chain could cannibalise its own sales.
Innovation is becoming an increasingly important motivation for both brands and charities that enter into partnerships, with tie-ups now more strategic than ever before.
The free, nine-month programme offers future marketing leaders the chance to receive mentorship and learning from some of the biggest names in the industry.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands must work collaboratively with platforms and partners to rid the digital ecosystem of fraudulent activity and rebuild trust.
Unless businesses build an exceptional experience around their brands, they risk losing the all-important loyalty of their customers, which can now be translated into measurable commercial value.
Find out some of the key ways you can overcome the difficulties that present themselves when setting marketing spend, ensuring it drives sales rather than just reflecting them.
Key advice for turning customers into advocates and monetising word of mouth as an effective acquisition channel.
Find out about the many ways marketers should use personalisation and emotional language to elevate their campaigns and drive results.
Using data to delight your customers and gain commercial advantage is easier than many imagine. Follow the five cornerstones of the data-driven customer experience, and you can improve customer loyalty and boost sales. Read this white paper to find out more about how to get started in the great big world of data.
This white paper sets out the essential components for an influencer marketing programme, providing a comprehensive guide for those starting out through to those with more experience in executing campaigns.
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Find out how real-time marketing turns top funnel prospects into engaged customers.
Although marketers have more data than ever before to help with their decision making, understanding what is really working is still a challenge that is often overlooked in favour of management via vanity metrics.
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
Learn why your company’s tone of voice matters and how to get it right.
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
We arm you with all the numbers marketers need ahead of the coming week.
Campari is launching its first major marketing campaign in the UK as it looks to drive up sales by converting latent awareness into consideration.
Outdoor sports brand Berghaus has launched its biggest ever marketing campaign as part of a sustained five-year initiative to drive awareness and business growth that comes after its owner, Pentland Brands, moved to a matrix function aimed at professionalising its marketing.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As Time Out celebrates its 50th birthday, CEO Julio Bruno explains how the brand has evolved from a simple listings magazine to a global content powerhouse, with five markets set to open over the next 12 months.
Marketers from Debenhams, Izabel London and Friesland Campina share how they got into marketing and what they think it will take to inspire the next generation.
From Coca-Cola’s partnership with the Premier League to EasyJet’s emotional new camapgin, catch up on all the most important marketing news from the week gone by.
Voice tech, GDPR and machine learning were all key theme’s at this year’s Dmexco ad tech conference but it still felt like there was a distinct lack of marketers at Europe’s biggest annual digital marketing conference.
The Festival of Marketing takes place across two days and 12 stages, with hundreds of speakers from top brands and great thinkers. Here’s our pick of what to see.
The banking group has transformed its marketing over the past 10 years, with a big focus on creating a performance team tasked with making its investment more efficient, effective and focused on real business outcomes.
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
M&M’s saw the benefits of taking an unfamiliar approach to mobile advertising, in a Facebook campaign that boosted sales by more than a third.
YouTube says advertisers are now more concerned about transparency, viewability and measurement than brand safety as it looks to attract more brand dollars with vertical video ads launch.
The two brands are increasingly focusing on connecting their businesses following their rebrand, with loyalty the next area where they see potential common ground.
The campaign, the first since new CMO Lis Blair took over, aims to create a more emotional connection with consumers as it looks to be known for more than value for money.
UK boss of Coca-Cola says the deal with Premier League is part of the brand’s global total drink strategy and will allow the company’s less well-known brands to “be part of a regular conversation”.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
The companies are joining forces for the first time with a new TV campaign to increase media efficiency and get more “bang for our buck”.
Jubel has just secured a listing with Sainsbury’s but co-founder Jesse Wilson says it wouldn’t have happened had the brand not undertaken a radical redesign just months after launching.
Price match schemes used to be a staple in supermarkets’ marketing armoury but a promise to instead offer lower prices across the board will need to be backed up with investment and communication to ensure savvy shoppers don’t head elsewhere.
New data shows that younger consumers and those who are Asian or Black/African American are far more likely to view the campaign favourably than older, white consumers, and it is more likely to get them to buy from Nike in the future.
The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.
Consumers are becoming increasingly aware of branded content, but they are not adverse to influencer partnerships, so long as they are clearly identified.
Marketing Week is to play a bigger role than ever before at this year’s festival with its own stage and dedicated space to mark our 40th anniversary.
Syl Saller tells Marketing Week editor Russell Parsons about learning from failure, marketing leadership and empowering women.
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