Unilever’s marketing boss tells Marketing Week he is most proud of growing sales and profits every year, while also building a company with sustainability at its core.
An increased focus on data and analytics is allowing Sainsbury’s to solve problems faster and develop new ways of working to ensure it is agile, efficient and unlocking new opportunities across all parts of the business.
Coca-Cola veteran and former sales director at distributor Coca-Cola European Partners, Paul Grace, takes over from Aedamar Howlett who has been promoted to a European marketing role after two years leading the GB business.
Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead.
We’re now down to four campaigns. Vote for your favourite to secure its place in the final.
Influencers can be a fickle bunch, willing to take money and promote the goods of the highest bidder, which in time will erode consumer trust and love for your brand.
The world’s largest social media publisher is dialling up its commitment to being a force for good with a new direction focused on everyday empowerment following its acquisition of rival Unilad.
From a boy dressed as a plug and an Elton John blockbuster, to a mischievous Christmas elf and an ad banned from television for being ‘too political’, we reveal YouTube’s most watched Christmas ads of 2018.
Next year, the creative trends that matter won’t just be colours, fonts or platforms but the themes in work and society that are driving changes in design, and indeed in how companies do business.
Young marketers need to avoid getting stuck in commoditised ‘specialisms’ like social and SEO when the focus for brands is in strategy and experience design.
When interviewing job candidates we often resort to clichéd questions that elicit the wrong information or favour the wrong person. Try some more considered alternatives.
Ahead of Barbie’s 60th birthday, Mattel’s chief operating officer Richard Dickson is rejuvenating the iconic doll brand to build a movement empowering the next generation of women.
After announcing the closure of 34 restaurants in May, Italian dining chain Carluccio’s is hoping to bounce back with a £10m cash injection focused on rebooting the brand.
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 […]
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
The winning campaigns from the first round of the competition have been randomly drawn against each other for the quarter final. Vote now to have your say.
Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
With consumer trust in brands falling, companies need to be willing to have a voice on certain topics, failure to do so could actually be more damaging than keeping quiet in 2019.
Could 2019 be the year the agency model finally gets a 21st-century update?
In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months.
From side-hustles to ‘squiggly careers’, marketers are embracing the opportunities of flexible working as they pursue multiple projects in a bid to turbocharge their professional development.
We’re likely to see natural language processing (NLP) reach a level of advancement in 2019 that finally makes more complex applications look both possible and appealing.
This prediction might be more wishful thinking than based in reality, but there are signs 2019 could be the year marketers succeed in getting their businesses to prioritise effectiveness over mere efficiency.
As consumer trends shift innovation will need to be faster than ever in 2019 with companies radically changing tactics in order to create a start-up culture.
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
SAS and Harvard Business Review reveal which companies are most successful at creating real-time customer experiences, and why.
With brands’ use of influencers growing every year, Influencer Intelligence looks in-depth at attitudes towards the channel across the industry and among the public.
There is still time for marketers to adjust and optimise their tactical plans for making the most of the sales opportunities this Black Friday and Christmas.
Personalisation will miss the mark if it is only based on past data – marketers also need predictive analytics to achieve its full potential.
Learn how to maximise the effectiveness of one of the most influential social media ad formats on the market.
Find out which companies are excelling at customer-centric communications, and how they are achieving it.
Businesses’ challenge today is no longer how to collect data on their customers, but which data is most useful and how it can be turned into ‘marketing intelligence’.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
Learn everything you need to know about messenger marketing.
Marketers share the key moments of 2018 that have changed the industry and impacted how they do their jobs.
Improving marketing capability, making sustainability a business imperative and inspiring other leaders have all been key to Weed’s success, say marketers who have both worked with him and watched his career.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers are aware of persistent issues such as viewability and ad fraud in online media, yet they continue to pump money into these channels without safeguards in the belief they have no other option – they do.
We arm marketers with all the numbers they need for the coming week.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
If you’re thinking of changing job in the new year, it makes sense to get a headstart and think about potential prospects now.
The high street saw more failures and microtargeting came in for close scrutiny, while pressure grew on agencies, influencers and makers of sugary foods.
Marketing Week has selected its top campaigns of 2018 and now it’s your chance to have a say on the best.
From Keith Weed’s decision to retire from Unilever to Iceland topping the list of the best ‘Christmas’ campaigns and Formula E refreshing its brand ahead of the new season, catch up with all the major marketing news this week.
50 young marketers answered the call to become School of Marketing ambassadors, ready to spread the word about how fulfilling and dynamic a career in marketing can be. Here some of the 50 share their thoughts on what needs to change to get young people excited about marketing.
As Unilever marketing boss Keith Weed steps down, what does this mean for the company and what legacy is he leaving behind?
As the FMCG giant’s top marketer, Weed has been a champion of sustainability, diversity and a better digital ad ecosystem for both the company and the industry as a whole.
Most marketers are missing out on the full potential of Facebook dynamic ads by failing to target the users most likely to buy.
Bet365, Betfred, Ladbrokes, Paddy Power and William Hill are among betting brands considering a ban on “whistle-to-whistle” gambling ads but no deal has yet been finalised.
Monzo has just raised £20m in one of the biggest crowdfunding campaigns ever by a financial firm with its focus on innovation, product development and customer engagement fuelling growth as it looks to take on the big banks.
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
A host of technologies and tactical considerations are on marketers’ radars as they seek to help shoppers choose their brands over the competition, especially during key shopping periods such as Black Friday and Christmas.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
NHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.
Story of my CV: From his rapid rise starting out at Saatchi & Saatchi to becoming chief growth officer at Mr & Mrs Smith, Julian Diment has maintained his hard-working ethic but also followed the three passions in his life: food, film and family.
Marketers have enjoyed a booming year in a number of sectors, whether driving the rising popularity of women’s sport, or responding to fresh brand opportunities provided by big mergers. Meanwhile, fast-fashion retailers have seen soaring sales, but the conversation might be about to change.
Ahead of the new season, which begins later this month, Formula E has launched a major brand campaign it hopes will show the world the sport is more than just electric cars.
While the Mike Ashley-owned department store may think it has saved on a big budget Christmas campaign, such short-term thinking is no way to rescue this 169-year-old retail institution.
Internet ad spend may still be growing at the expense of newspapers and magazines, according to GroupM forecasts, but market maturity is approaching, news brands have diversified and most ‘traditional’ media will also grow next year.
Landing customers with unexpected price hikes and made-up fees might increase revenues in the short term but the long-term damage could be devastating.
Adidas football is shaking up how it speaks to consumers, from using dark social to build a community to launching its first app and rethinking its “outdated” ad strategy, as it looks to stay one tackle ahead of the competition.
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