Mark Ritson: Crown Paints’ ‘Hannah and Dave’ ad may be sexist, but it’s also salient
Mark RitsonWhile some found offence in the ad, perhaps justifiably, what’s certain is that the controversy will boost brand recognition and, ultimately, sales.
Beauty giant Estée Lauder hails ‘powerful’ innovation amid record profitability
Michaela JeffersonThe company’s adjusted operating margin expanded 80 basis points to an “all time high” of 19.7% over its 2022 fiscal year, as the beauty giant invests in innovation to support its pricing.
‘It’s never been this bad’: Consumer confidence crashes to new low
Michaela JeffersonThe latest consumer confidence barometer show Brits are growing increasingly fearful about their finances and the wider economy, with no end yet in sight.
Universities on proving their value amid the cost of living crunch
Charlotte RogersAs A Level results are released today, universities are fighting hard for student attention amid rising cost pressures and following two years of Covid disruption.
Carlsberg to step up marketing investment behind ‘strategic growth priorities’
Niamh CarrollDespite the challenges of inflation and the war in Ukraine, The Carlsberg Group is continuing to invest in premiumisation and strengthening its alcohol-free portfolio.
When it comes to marketing payback, words matter just as much as numbers
Grace KiteFrom ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
3 questions I wish I’d asked as a junior marketer: Corona’s Felipe Ambra
Niamh CarrollAn understanding of sales is essential for marketers to help grow a business, argues Corona vice-president Felipe Ambra, as well as working with the right people and knowing how to get to great ideas.
60% of young people considering a marketing career
Charlotte RogersWhile students highlight pay and progression as key attractions, 30% of parents worry about the mental health implications of a marketing career.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Budget brands and Twitter haters: Your Marketing Week
Lucy TesserasAt 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 Gym Group’s rebrand to On The Beach’s campaign backlash lessons, it’s been a busy week. Here is my take.
How should marketers plan their outreach to content writers?
Econsultancy TeamIn this latest briefing, Econsultancy explores digital PR and an introduction to writer and blogger outreach.
Heineken: Hard seltzer has not yet ‘moved the dial’ in the UK
Niamh CarrollHeineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
Intel’s CMO on why a B2B marketing career is now ‘really exciting’
Michaela JeffersonThe role of marketing in B2B is becoming “much bigger”, says Intel’s Karen Walker, making it a great opportunity for marketers looking for a challenge.
Asda rolls out loyalty scheme nationwide
Michaela JeffersonAsda is one of the last major UK supermarkets to launch a loyalty scheme and the last of ‘big four’ grocers Tesco, Sainsbury’s and Morrisons.
Gü invests £4.5m in brand as it looks to take share from confectionery
Lucy TesserasWhile some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.
Marketoonist on marketing channels
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Proudly mass market’: The Gym Group rebrands ahead of major growth drive
Niamh CarrollThe Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.
3 questions I wish I’d asked as a junior marketer: Mars’s Michele Oliver
Molly InnesGlobal vice-president for brand purpose at Mars, Michele Oliver reflects on the roles pay, flexibility and diversity have had on her career.
The perils and pitfalls of a startup career
Colin LewisPeople imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
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.
UKTV’s Simon Michaelides on the benefits of resisting a ‘conventional career path’
Charlotte RogersFrom the Eureka moment 10 years ago that persuaded him to become “function agnostic” to the search for substance over superficial success, the outgoing UKTV marketing boss reflects on his lessons from 25 years in marketing.
If your strategy is solid, just ignore the haters on Twitter
Zoe HarrisDespite getting a less than favourable reaction to our latest ad on Twitter – one user said they wanted to murder the person who made it – the On The Beach marketing team gained five valuable lessons, which are taking us forward.
To succeed in transforming your brand, you must also transform yourself
Andrew GeogheganEmbarking on organisational change means being willing to challenge yourself and others, and leading people through uncertainty with courage.
From moments to movements: To truly have an impact brands need to understand the difference
Helen JamesIf brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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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 ValentineWith 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.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.