Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
NatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Digital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
CMO Cheryl Calverley eschewed the usual agency model for a more flexible set-up in its first major campaign to bring the Eve brand to life.
As the role is far broader than a traditional CMO position, Berta de Pablos says it has forced the business to “think differently”, both from a marketing and recruitment perspective.
While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Rucksack specialist Osprey is focused on making one product as good as it can be, but is expanding into new markets such as travel and lifestyle to extend its brand.
We arm marketers with all the numbers they need to tackle the week ahead.
From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve.
Diageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
Brands are increasingly thinking outside the box with fresh ideas to bring teams together, but will a new focus on cross-functional innovation within these teams lead to a better response to consumer needs?
Led by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
In order to increase the representation of people from diverse background, brands have got to create the right conditions for diversity to grow.
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
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.
The Marketing Week Top 100, sponsored by Salesforce, will be chosen by a judging panel including Marketing Week columnist Mark Ritson, former AMV BBDO chief Dame Cilla Snowball and Tom Fishburne, aka The Marketoonist.
BrewDog’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.
Can veteran marketer Miguel Patricio use his expert eye to turn a dusty and confused portfolio around or has he got himself into a giant box of shit?
WeChat is no longer the only super app ecosystem available to Chinese internet users. In her recent Internet Trends 2019 report, Mary Meeker highlighted the growing trend of super apps both within and outside China.
The recipient of 94 Cannes Lions in four years, Burger King global CMO Fernando Machado is “100% focused on the idea”, as long as it links back to the brand and business strategy.
Launched at 2019’s Cannes Lions festival, the Global Alliance for Responsible Media marks the first time an alliance that represents all sides of the media industry is forming.
Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Our new video series on marketing effectiveness in B2B begins with Genpact’s Neil Dowling, explaining why disruption needs to be part of the marketing team’s psyche.
The value of A/B testing should not be underestimated, but all too often it’s overlooked.
