Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
PepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
Catch up on all the biggest marketing news this week, including Tesco’s frustrations with media spend being ‘siphoned off’, Monzo prepping its first major ad campaign and how Audi is bringing creativity to marketing effectiveness.
The supermarket’s managing director Richard Walker admits its banned Christmas ad “did nothing for sales”, and while its drive to remove palm oil has been expensive it is helping to strengthen its position as a corporate activist.
Story of my CV: From the BBC to Boots via DFS, Helen Normoyle has experience of many well-known British brands. But even with such impressive marketing pedigree, she is still embracing change and seeking new challenges which put her out of her comfort zone.
Working with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
From the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Why it’s time marketers became B2B changemakers and used disruption as a catalyst for growth, scalability and competitiveness.
The digital bank has previously relied almost solely on organic word-of-mouth to grow the business but is now exploring how paid advertising could play a role, although the brand is adamant it must not become reliant on paying to acquire customers.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
Brands need to rethink how they fit into consumers’ lives, whether that’s online of offline, to ensure the audience always comes first.
Tesco believes too much of its media spend is being “siphoned off” to ad tech instead of being used to reach customers in quality environments.
Martech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Speed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.
The former CEO of the second-largest advertiser in the world is calling on brands to move on from taking the easy route and short-term focuses to consider how diversity can boost businesses in the long-term.
The swing to short-termism is being accelerated by the term performance marketing as it suggests long-term activity doesn’t perform, according to the building society’s director of advertising and sales.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Marketers that don’t take consumers’ growing use of messaging platforms seriously will quickly be left behind, as distinctions fade between conversations with friends and those with brands.
Marketers need to be able to read the cultural mood and fully understand their brand tone of voice if they want to tread the fine line between sparking conversation and causing offence, says Cheryl Calverley.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As Britain prepares to leave the European Union, the UK ad industry is looking to establish a much higher profile internationally, with growing interest directed at China, the US and Japan.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
While Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
Marketing Week and Creative Review, in partnership with Shutterstock, present a roundtable debate on how to deliver content at speed and scale, alongside case studies of three brands that transformed their approach to creative imagery.
The way young people perceive digital influence is critical to the future of influencer marketing, with 61% of millennials claiming they have been influenced by a social media content creator.
Digitisation has broken down silos separating PR and comms, marketing and advertising, allowing effective campaigns using paid, owned and earned media.
Resellers don’t choose not to adopt digital marketing but they do struggle to do it on their own, meaning your channel partners may need your help to embrace it.
Access the latest trends on ROI comparisons for offline and online marketing, split by channel and strategy, and find out what factors really drive ROI.
Find out how harnessing your data to understand your customers’ value can help you create one of the most useful tools your business can have.
Download this case study to find out how the upmarket retailer optimised its search strategy to prevent losing sales through duplicate web pages.
YouGov analyses how retail brands are faring on consumer perception metrics in a challenging environment.
The PR discipline needs to adapt in order to be recognised for its strategic role and be seriously considered in board-level conversations.
Brand purpose is among the most talked-about topics in marketing today, with companies’ challenge being to link their business credibly to doing social good.
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Learn what Britons want from loyalty programmes, who engages most, and the impact that offering a programme has on brands.
Former Heineken and Sainsbury’s marketer Sarah Warby warns marketers against trying too hard to relate everything back to ROI or risk looking “like an idiot” in front of finance.
We arm marketers with all the numbers they need to tackle the week ahead.
Philippa Snare, Facebook’s head of EMEA marketing, says marketers must aim higher because their resilience and experience means they are in a great position to lead successful businesses.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The frozen food giant has decided to ditch its premium fish brand as it looks to make better use of the Captain’s dominance in the category and be seen as ‘everyday premium’.
Taking some time to think about the day’s work can help improve performance. And there are studies to prove it.
Many marketer look to move between sectors to help accelerate their career but AB InBev’s UK and Ireland marketing director Tatiana Stadukhina says there are challenges so it’s important to ensure the culture is a good fit.
Catch up on all the biggest marketing news this week including Starbucks’s move into dark social, Aviva’s attempts to rebuild trust in the insurance market and how Direct Line is diversifying its marketing.
Being made redundant can knock your confidence and make you doubt your abilities. But the advice from those who have experienced it is to start networking, reassess you career direction and come back stronger.
Targeted at the experience hungry millennial market, Camelot believes the Set for Life game will take players to an “emotionally different place”.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Marketing Week Explores: From the benefits of bringing new thinking to an unfamiliar sector to driving change as an interim marketer, Marketing Week explores the opportunities and challenges of taking a different path.
Marketing Week reviews the latest books for marketers.
The coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
Marketers express their fears about the future of marketing if the next generation become too obsessed with data.
There will be many uses for machine learning in the future, but right now marketers should focus on improving sales by continually tweaking communications.
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.
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
Marks & Spencer’s motivations for sponsoring ITV’s long-standing talent competition are clear, but driving short-term sales growth could come at the expense of longer-term brand health.
If Elizabeth Warren or another Democrat wins the White House, Facebook, Google and Amazon may finally realise they can’t hang on to their dominant positions forever.
Whether it is Nike championing Colin Kaepernick, Lacoste changing its logo or Gillette’s ‘The Best Men Can Be’, it is better to stand up and be criticised than not do anything at all.
The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.
Unilever’s outgoing marketing boss says that despite a challenging business environment, marketers must take a “we approach” to business and position as future-forward to succeed.
The supermarket’s group brand director Michelle McEttrick was hired for her marketing know-how rather than her retail knowledge as Tesco looked to turnaround its fortunes.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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