Haleon: The CMO/CEO relationship is ‘being rekindled’
Charlotte RogersChallenging times call for marketers to raise their game as “business thinkers”, says marketing boss Tamara Rogers, whose team seek to avoid “death by a thousand measures”.
B2B marketing’s job is to make it easier for the buying group to agree
David van SchaickB2B purchases are made by groups of ‘target’ and ‘hidden’ buyers. Brands need to be known by all of them, and suited to the context in which they make their decisions.
Brands still ‘prioritising’ customer acquisition over retention
Marketing Week ReportersNew customer acquisition is considered the third most important metric for gauging marketing effectiveness in 2024, behind ROI and delivering business outcomes.
Less is more and balanced thinking: 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 the shift within brands towards doing ‘fewer things with intensity’ to Diageo and P&G’s search for balance, it’s been a busy week. Here is my take.
‘Fewer things with intensity’: Brands on embracing the fear of doing less
Niamh CarrollChoosing to spread investment as widely as possible can be a reassuring strategy, but doing ‘fewer things, better’ is often a more profitable way to achieve growth.
Bodyform on ‘amplifying’ its mission to expose the reality of periods
Ellen HammettBodyform’s marketing boss explains how the brand leveraged data to inform its latest campaign, which brings together the whole product portfolio for the first time.
Commercial radio continues to capture growing share of listeners
Grace GollaschUK radio listeners are switching to commercial radio as 40.5 million adults over the age of 15 tuned into a commercial network each week this quarter, up from 39.1 million a year ago.
Mass content vs ‘made by human’: Why marketers must address the ethics of AI
Ian BurrellAI: Beyond the Hype. From potential biases in algorithms to data privacy concerns and compromised IP, marketers should ignore the ethical implications of AI at their peril.
How major film studios are reaching gamers to drive box office success
Marketing Week PartnerGamers are a valuable audience for movies, especially now new technology can serve contextually relevant in-game ads while they’re playing.
Warner Hotels on its mission to go from ‘leading potential’ to leading brand
Niamh CarrollWarner Hotels’ first CMO wants to identify “a simple, sharp” way to talk about the brand and “pull that thread” through the whole experience.
‘Background to the foreground’: How the Co-op kickstarted socio-economic pay gap reporting
Charlotte RogersThe retailer believes respecting personal experiences is key to building the trust needed to get employees to share their data in the first place.
Often the best ideas come while relaxing on an inflatable watermelon
Johnny CorbettThree things to remember as you go on holiday this year, but most of all, how important it is to take a break from it all now and again.
Find the ‘winning combination’: How brands are adjusting following Google’s cookie U-turn
Grace GollaschWhen Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
AB InBev praises ‘consistent’ marketing investment for growing revenues
Molly InnesConsistent marketing investment is a “priority” for AB InBev as it focuses on investing for “the long-term” following the Bud Light backlash.
The Week in Tech: AA on AI, SearchGPT and in-game advertising
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Kraft Heinz looks to ‘unlock’ marketing efficiencies after sales slip
Ellen HammettThe company ramped up investment in marketing amid ongoing cautious consumer spending during the second quarter, which saw sales decline 3.6%.
‘Clamouring for change’: EDF on building a brand for all target audiences
Josh StephensonEDF hopes its new brand platform will inspire customers to follow its journey to net zero – despite the “anger” many still feel towards the wider energy sector.
‘Still horrible’: Marketing recruiters and jobseekers on the current state of the market
Molly InnesRecruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Should marketers signal they’re out of work on LinkedIn?
Molly InnesDebate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
‘A blessing in disguise’: Marketers on reframing redundancy
Ian BurrellInstead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
What is AI’s role in marketing recruitment?
Molly InnesImplementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
Why commission new research when you are already sitting on a treasure trove of insights?
Helen EdwardsMarketing’s most overlooked asset is the data already sitting in research studies, so take time to dig them out and review what you already know.
Marketers can unlock budget by being finance friendly
Jonathan KnowlesUnderstanding the six ways in which financial value is created can help marketers unlock bigger budgets.
Nine steps to making your media budget work as hard as it can
Andrew GeogheganHow you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Only people can give the gift of effectiveness
Grace KiteHaving the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
Niamh CarrollB2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
What can be done to solve marketing’s problem with work overload?
Josh StephensonSolving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Are we witnessing the end of the CMO? No, and stop asking
Mark RitsonMarketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
‘Credibility in the boardroom is critical’: CMOs on the future of marketing leadership
Molly InnesFive top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
How can brands drive growth in 2024?
Niamh CarrollHigh levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
McDonald’s: Loyalty scheme will enable ‘even smarter’ pricing
Niamh CarrollMaintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Mark RitsonEscaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
The red-flag signs it’s time to rethink your marketing technology
Marketing Week PartnerIf engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
How virtual production is changing the way ads are made
Marketing Week PartnerVirtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.