Coke CMO: Effectiveness is about engaging consumers in ‘radically different’ ways
Michaela JeffersonEffectiveness, alongside portfolio and innovation, will play a key role in Coca-Cola’s marketing transformation, according to CMO Manolo Arroyo.
Bose on modernising its marketing with a music-first strategy
Molly InnesBose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.
Ritson’s recession playbook: How to survive the dark times ahead
Mark RitsonFrom retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
How one pub chain has ‘evolved’ its brands to win over young people post-pandemic
Niamh CarrollMitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
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Ehrenberg-Bass: Linking brand messages to buying situations wins ‘the mind and the market’
Charlotte RogersBased on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.
Robinsons and Wimbledon end partnership after 86 years
Niamh CarrollThe “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
‘Don’t be afraid of consistency’: Marketers on the driving factors behind effective advertising
Michaela JeffersonThe marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
How to navigate from the Great Resignation through the Massive Redundancy
Harry LangInflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
Why context, not content, is king in advertising
Marketing Week PartnerIf marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
Business outcomes and memories not clicks: 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 P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
‘Can it get any worse?’: Confidence falls to record low
Lucy TesserasThe answer to that question is “probably yes”, according to the latest GfK consumer confidence index, which slips further into negative territory.
Mark Ritson named PPA columnist of the year
Marketing Week ReportersFor the second year running Marketing Week columnist and founder of the Mini MBA, Mark Ritson, has been named columnist of the year at the PPA Awards.
Accenture: B2B brands don’t give enough attention to the craft
Molly InnesA jury member for the new Creative B2B Lions, Accenture marketing boss Jill Kramer says B2B brands risk becoming wrapped up in complexity and not giving “enough time, love and attention” to their craft.
Lis Blair appointed MoneySuperMarket group CMO
Niamh CarrollLis Blair becomes group CMO at the price comparison business, having joined the company as a general manager, with responsibility for marketing and customer, earlier this year.
Brands share the secrets to retaining great marketing talent
Matthew ValentineIn the first of our new series on what makes a great marketing organisation, we explore why retaining talent requires a nuanced approach, from treating employees with respect to devising multiple definitions of success.
P&G’s Marc Pritchard urges marketers to ‘double down’ on creativity amid inflation
Michaela JeffersonMarketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
Marketoonist on peace of mind
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Sir Frank Lowe on the birth of Stella’s ‘Reassuringly Expensive’
Charlotte RogersFrom flower sellers to ice skating priests, the two-decade long campaign propelled Belgian beer brand Stella Artois from sluggish sales into a market leader with a place in advertising folklore.
P&G’s Marc Pritchard urges marketers to ‘double down’ on creativity amid inflation
Michaela JeffersonMarketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
How Sky Broadband is using creativity to make the ‘intangible’ tangible
Molly InnesSky is switching its focus from functional to emotional messaging, as well as adopting a “70/20/10” rule to drive innovation, as it looks to cut through the crowded broadband space.
UK B2B marketers ‘cautiously optimistic’ about creative future
Molly InnesWhile research reveals B2B marketers are still lagging in creative confidence and feel concerned about attracting talent, a “paradigm shift” is inspiring the industry to ramp up its storytelling credentials.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
The place where your ad is seen is as important as what it says
Richard ShottonContext-dependent memory means we recall things better in the same contexts where we first experienced them, which is key for point-of-sale advertising.
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Suffering from impostor syndrome? The cure is simpler than you think
Mark RitsonMarketers are prone to impostor syndrome, but solid training and a more realistic view of your peers’ achievements will show your worries are unfounded.
Reports
From 
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 ValentineWtih 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.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
