Agencies, like brands, need consistency. Agencies used to have access to the C-suite within brands but that’s no longer the case. It’s time for agency leaders to step up and rebuild agency C-suite relevance again.
We arm you with all the marketing stats that matter this week including nine in 10 UK marketers manage international campaigns and executives blame advertisers for misplaced ads.
Asos, The Guardian, Harry’s, Heineken, Ikea, KFC, Lloyds Bank, Quorn and Wetherspoons will battle it out to be named ‘Brand of the Year’ at this year’s Marketing Week Masters awards.
A year on from Arthur Sadoun’s explosive start as CEO of Publicis Groupe, it is abundantly clear that most, if not all, of his extravagant claims, from the disappointment of Marcel to the about-turn on Cannes, are nothing more than the usual agency posturing.
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
The initiative, created by Diageo’s procurement team, aims to create a set of principles around how the brand and its agencies work together with the aim of improving the quality of its creative work.
Aldi’s marketing director Adam Zavalis believes the brand captured the UK public with its ‘Like Brands, Only Cheaper’ campaign by refusing to put “a sheen over real life”.
Though the dominance of Google and Facebook draws attacks from the media, digital channels are still commanding increasing marketing spend while lending themselves to ever more sophisticated measurement techniques.
When Cadbury launched ‘Gorilla’ in 2007 the brand was suffering after a salmonella scare, and despite the brand’s former marketing director admitting it was the hardest concept he’s ever had to sell, the ad went on to increase sales by 10%.
Welcome to Marketing Week’s 2018 FIFA World Cup blog, a chance to catch up on all the latest brand and sponsorship news in the run up to the tournament.
Brands have become risk-averse and ads are boring, says advertising guru Sir John Hegarty. If the industry wants to survive it has got to lose its obsession with data and go back to its roots.
Nearly 2 million people have already signed up to Sky’s tenure-based programme, which launched last August as the company looked to reduce churn and reward long-term customers.
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 […]
New research from Kantar Millward Brown reveals for the first time how creativity, disruption and great advertising can help companies grow their brand value at a far greater rate.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
From New Balance’s first World Cup campaign and Sky’s loyalty scheme reducing churn to the fact beauty influencers deliver an ROI of £8.81, we round up all the marketing news you need to know from the past week.
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
When Braze rebranded from Appboy last year, it wasn’t just trying to broaden perceptions of its expertise to more than apps, it wanted to improve collaboration, explains its senior vice-president of marketing Marissa Aydlett.
The 2018 FIFA World Cup is predicted to inject an additional $2.4bn into the global ad market, as the tournament’s ‘younger’ audience encourages advertisers to showcase the brand building powers of social media.
Plus Coca-Cola wants young people to help solve community issues in the US and Unilever’s Sunsilk shampoo ad creates debate about transgender stereotypes.
Social media and artificial intelligence now allow brands not just to listen to what consumers are saying about products, but to predict new trends and determine which ones matter.
Dorco, the 60-year-old South Korean market leader, is hoping to shake off competition in the UK razor subscription sector with its mix of low prices, friendly brand voice and gender neutral product.
When Guinness first showed its now famous ‘Surfer’ ad to audiences they weren’t impressed but both brand director at the time Andy Fennell and AMV’s Walter Campbell were convinced they were on to a winner.
YouGov’s new research reveals the consumers most likely to be fans of your brand, as well as why the most loyal customers are so hard to find.
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Learn how to set up journeys effectively across customer channels and screens, balance customer experiences, and deliver the right messages to the right people.
Learn everything you need to know about messenger marketing.
This new report examines the current uses and potential opportunities for data in the advertising cycle.
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
Learn how individual-level customer data can influence every point on the path to purchase and best practice advice to accelerate your journey to unlock the power of individual level data.
This guide takes you through an easy-to-follow process that will make sure that you are GDPR ready, even at this last minute stage.
Learn the seven rules to successfully becoming a digitally customer-centric business.
Learn about the key foundations required to create and optimise effective personalised experiences.
Find out how you can become a customer-centric organisation by simply following three steps
Learn about the five elements of a winning digital customer experience strategy.
People don’t follow race horses in the same way they obsess about football or cricket so the trick for Ascot is creating experiences around each event that appeal to a wider audience.
Story of my CV: Despite having some of the biggest budgets in marketing throughout her career, Amanda Mackenzie, now CEO at Business in the Community, says with determination and the right talent “you can achieve anything”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Beauty marketers look to ramp up budgets for influencer marketing despite measuring return on investment being one of the biggest challenges.
Yellow Pages completely changed its brand positioning with the launch of this 1983 ad, shifting from something people only turn to in an emergency to a helping hand for the nicer things in life.
While New Balance admits it can’t rival Adidas and Nike on spend, it says a focus on social engagement and Russian football culture, rather than the “hype'” of the tournament, will help it compete as it takes part in its first World Cup.
Both brands and agencies believe the current set-up is not fit for purpose as a lack of communication and understanding of the consumer undermine the ability to produce great creative work, according to a study by the WFA.
In may be a contradiction, but as we celebrate Marketing Week’s 40th birthday, it’s fair to say everything and nothing has changed. One thing is for sure, though, marketing will be as critical in the future as it is right now.
Find out about the product thinking techniques top companies are using to have more digital impact.
All the marketing stats that matter this week including the number of Brits signing up to subscription boxes skyrockets and a third of Brits think Facebook doesn’t care about its users.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
‘The Bike Ride’ is the UK’s favourite ad from the 1970s, and both Hovis’s marketing director at the time and director Sir Ridley Scott believe its enduring success is down to its nostalgic charm.
The director of Oscar-winning films and cult classics from Gladiator to Thelma and Louise, is also renowned for directing some of the most iconic adverts of the 1970s. Here he talks exclusively to Marketing Week about why the 1970s was such an important decade for advertising.
Bacardi’s Do What Moves You campaign aims to shine a spotlight on its “belief in self-expression” as it looks to boost loyalty among 18- to 25-year olds.
From AB InBev’s bid for fame to Amazon’s bid for Premier League rights and the best campaigns of the last five decades, we round up all the marketing news you need to know from the past week.
The business world’s preoccupation with customer experience has led to billions being invested in digital transformation. This means marketers can play a bigger role, says Omobono’s Jonathon Palmer, but to do so successfully requires clarity on where to best focus efforts.
Just over a year into the role, Tesco’s chief customer officer Alessandra Bellini shares how she plans to bring the UK’s biggest supermarket back to full health.
Brands would be keen to reach Amazon’s online audience, but analysts are split over whether the company would want to recoup the costs of investing in Premier League football or just use it to pull in more Prime subscribers.
Plus Uber launches bike-sharing service in Germany, Pernod Ricard targets Chinese millennials and the best brands for customer experience globally.
Unilever’s top marketer is adamant that agencies need to restructure their business model in order to survive, but is optimistic about opportunities for those that do.
Tesco is evolving the message behind its advertising, shifting focus from the meals its customers make to instead promote the retailer’s “passion” for food.
Find out how smarter use of data can lead to potential opportunities in the advertising cycle.
The trade body for marketers is hoping to improve industry standards in marketing effectiveness and attribution in a partnership it hopes will improve marketing accountability.
From the charming JR Hartley to Cadbury’s iconic gorilla, we look back through five decades of marketing to find consumers’ most loved campaigns.
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