Thomas Barta: Marketers need more sense to stem the tide of CMO firings
Thomas BartaThe combination of business, digital and purpose sense Diageo CMO Syl Saller has should act as an example for all marketers craving greater influence.
Why corporate-NGO partnerships are now as much about knowledge as cash
Lucy TesserasCorporate-NGO partnerships are becoming increasingly strategic as brands look to gain insight about new markets, while charities want more than financial investment.
Brand value, buying power, programmatic: 5 killer stats to start your week
Erin LyonsWe arm marketers with all the numbers they need to tackle the week ahead.
Risk vs opportunity: Why saliency can hinder brand growth
Ellen HammettThe majority of British brands are far more salient than they are meaningfully different, which puts them in a vulnerable position at a time when fame is no longer enough to drive brand growth.
William Hill ditches brand-led campaign to promote social side of gambling
Charlotte RogersWilliam Hill is moving on from its high concept Anthony Joshua ad with a new campaign celebrating friendship, which focuses on customers as “people not just gamblers”.
Marketing Week Top 100: The top consumer tech and automotive marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the consumer technology and automotive sectors, part of our Top 100 Most Effective Marketers project.
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Standing out is the key brand challenge – that’s why great brands play with their codes
Mark RitsonSalience is a much bigger challenge than differentiation, and codes are the way to achieve it – but using them creatively first requires decades of consistency.
Why Deliveroo, Costa and BrewDog are growing faster than other UK brands
Ellen HammettThe fastest risers in BrandZ’s top 75 UK brands show it is possible to drive brand value in any sector with the right strategy.
What sets the Top 100 marketers apart
Michael BarnettMarketers across the UK are doing outstanding work to create growth for their businesses and value for their customers. But to be one of Marketing Week’s Top 100 requires them to go even further than their peers
Brands’ pricing shouldn’t be bound by their categories
Richard ShottonConsumers don’t perceive price in absolute terms but relative to similar products, so if you want to change your pricing model you just have to change your comparison set.
Aldi, BBC, Thomas Cook: 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.
Marketing Week Top 100: The top B2B marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the business-to-business sector, part of our Top 100 Most Effective Marketers project.
How employers’ and employees’ attitudes to work are changing
Marketing Week PartnerYouGov’s latest report analyses the key characteristics that employees and employers need to possess – and avoid – to create successful workplaces.
Diet Coke, VW, John Lewis: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all the marketing news this week, including Diet Coke’s new campaign, Volkswagen’s rebrand and 2019’s ranking of the UK’s 75 most valuable brands.
Morrisons goes digital to get ‘more for less’ from marketing
Ellen HammettMorrisons looks set to ditch the big Christmas TV ad spot for a second year, instead opting to spend its marketing money on staff and own-label goods.
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Meet the marketers who swapped big business for the startup world
Charlotte RogersMarketers are relishing the opportunity to take on different responsibilities and expand their repertoire by swapping corporate organisations for emerging businesses.
BrewDog’s former marketing boss: It wasn’t ready for a CMO
Ellen HammettBrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
What marketers must consider before moving to a startup
Charlotte RogersBefore swapping the corporate world for a startup, marketers need to get under the skin of what the role really entails, as well as understand what drives them both professionally and personally.
Why Eve’s CMO made the move from big corporate to startup
Charlotte RogersIn her first interview since joining Eve Cheryl Calverley, the brand’s new CMO, talks about swapping big corporates for the startup world and her mission to refocus the brand and build a sustainable business that will stand the test of time.
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
British Airways needs to ensure its reality matches up to its advertising
Molly FlemingAs British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
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Cadbury’s brand purpose is just ‘woke-washing’
Mark RitsonCadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax.
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The changing face of retail and the real impact of 5G
Digital Shift: The changing martech landscape and horizontal innovation
From the ever-changing martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, this Digital Shift report from Econsultancy covers all the hottest topics in digital marketing. Click below to listen to the accompanying webinar. Listen to the webinar
Marketers today face a radically different communication and product landscape.
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
Mobile users expect immediacy and convenience at their fingertips
1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]
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High time: How brands can capitalise on the CBD explosion
Molly FlemingWith an estimated 1.3 million regular users of CBD in the UK, more brands than ever are infusing products with the extract. But with a complex regulatory environment and drug connotations, how can marketers make the most of this craze?
Gillette launches premium division with first heated razor
Molly FlemingGillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.
Open to new ideas: How brands are democratising innovation
Marketing Week ReportersMarketing Week Explores: As brands strive to develop the next big innovation, the best strategy for success could be to collaborate with partners and search for ideas from across the entire organisation.
Birds Eye’s top marketer promoted to UK general manager
Erin LyonsIn his new role, Steve Challouma will help build on the brand’s turnaround as it looks to become a leading global consumer food company.
Marketing Week Top 100: The top retail marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the retail sector, part of our Top 100 Most Effective Marketers project.
Marketing Week Top 100: The criteria and process for selecting the list
Marketing Week ReportersWe explain the background behind the Marketing Week Top 100 Most Effective Marketers, and the methodology for how the final list was chosen.
A marketer’s guide to progressive web apps
Rebecca SentanceProgressive web apps are growing in popularity, particularly among online retailers, as they look to improve the mobile experience and increase sales.
How eBay built a ‘human ecosystem’ on customer-centricity
Steve HemsleyOnline auction giant eBay is extending its customer-centric approach to help SMEs in Wolverhampton revive the struggling high street.
How digital is shaping customer experiences in the beauty industry
Nikki GillilandThe beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
Why technology is central to comparison sites’ new strategies
Michael BarnettGoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
The reasons why consumers give to charity
Marketing Week PartnerNew research sheds light on which charities consumers are most likely to donate to, why they don’t give, and how to engage more young people with good causes.
How Treatwell uncovered the most effective way to spend its marketing budget
Marketing Week PartnerWhen the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
How brands can remove friction from the customer journey
Michael BarnettAt a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
