Trends 2020: Marketers reach ‘peak innovation’
Molly FlemingAmid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
‘Respect the individual but connect them to the bigger goal’: The key to marketing team success
Russell ParsonsThe Guardian’s marketing director explains how instilling a common purpose helped Marketing Week’s ‘Marketing Team of the Year’ overcome considerable challenges.
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McDonald’s, BrewDog, Just Eat: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The key trends that will impact marketers in 2020
Marketing Week ReportersFrom CMO rebranding to Brexit and the evolution of loyalty, here are the key issues, challenges and opportunities that will shape marketers’ working world in the year ahead.
Digital commerce, personalisation, ad spend: 5 killer stats to start your week
Sarah VizardWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Trends 2020: The ghost of Brexit Future haunts brands and consumers
Matthew ValentineUncertainty over the shape of Brexit continues to make planning hard for brands and consumers, with skills shortages hitting companies facing the prospect of EU tariffs.
Coca Cola launches global Christmas ad that promises to ‘unite us’
Molly FlemingCoca-Cola is launching a Christmas ad that it hopes will unite the world in its largest ever festive marketing push.
What is customer success and how does it differ from customer experience?
Rebecca SentanceDuring the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
How to drive value through sophisticated martech integrations
Marketing Week PartnerThis webinar explains how integrating different martech solutions enables brands to unite data sources and metrics and arrive at a single source of insight.
Marketoonist on marketing predictions
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Trends 2020: Moving towards global media measurement
Charlotte RogersCrying out for greater clarity on their media investments, brands are coming together to develop solutions for cross-media measurement.
Trends 2020: Sports sponsorship takes a deeper dive
Matt BarkerRecognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
Trends 2020: The screw turns tighter on social media
Charlotte RogersAs calls mount in the US and UK to bring the power of the social media giants under control through regulation, the independent future of ‘Big Tech’ hangs in the balance.
Trends 2020: Brands championing activists
Molly FlemingAs focus on the climate emergency intensifies and the role businesses have to play in reaching net-zero emissions rises up the social agenda, an increasing number of brands are calling on activists to hold their sustainability efforts to account.
Trends 2020: Loyalty means more than a transaction
Sarah VizardBy offering additional benefits and unexpected perks, retailers can improve customers’ experience and get them talking about the brand, taking the relationship from transactions to advocacy.
Why chasing ROI could kill your business
Charlotte RogersReturn on investment is the metric of choice for many marketers looking to define the success, or failure, of their latest campaign. But what if a focus on short-term gains is jeopardising the potential for future growth?
Econometrics gives marketing commercial currency but is it being overused?
Sarah VizardEconometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
Even the simplest metrics require forensic analysis
Helen EdwardsMarketing metrics have a tendency to tell you how you’re doing without telling you what to do and to exist within something infinitely more complex.
Peter Field: An obsessive pursuit of ROI is dangerous
Charlotte RogersIf marketers are really committed to weaning themselves off short-term ROI and prioritising long-term growth they will need to get the C-suite on-side.
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Peloton missed a huge brand opportunity with its sexist ad
Molly FlemingPeloton could have focused its Christmas ad on the many ways exercise can improve people’s lives but instead it fell foul of outdated stereotypes and sexism.
It’s time for marketers to show procurement some love
Robin BonnIt’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
Brands must counteract politics’s negativity
Tanya JosephWith the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Reports
From 
One of the big trends in advertising has been an appetite for increased control over programmatic
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 […]
Marketers today face a radically different communication and product landscape.
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
Aldi crowned this year’s most effective Christmas ad
Sarah VizardThe German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
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Ads are pointless if the consumer doesn’t recognise the brand behind them
Mark RitsonRenault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Samsung’s mission to make its marketing more scientific
Ellen HammettSince taking on the European CMO role, Benjamin Braun has brought a focus on measurement to its marketing strategy, while also hunting for creative ideas that can demystify technology.
How brands are using digital innovation in customer service
Nikki GillilandThere are a myriad of ways for brands to use digital innovation for customer service but the best are taking an omnichannel approach to ensure they delight, rather than annoy, customers.
Risk and reward: How retail brands are managing returns
Matthew ValentineA normal part of doing business or an expense crippling the bottom line, the issue of returns is climbing up the retail agenda as brands deliberate how to tackle repeat offenders.
McDonald’s turns to tech to build the future of fast food
Molly FlemingSince the acquisition of tech startup Dynamic Yield in March, McDonald’s has been rapidly building its tech capabilities to improve the customer experience and boost revenues.
Burger King’s UK marketing boss on why she ignored the doubters
Molly FlemingStory of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
3 questions I wish I’d asked as a junior marketer: Mars’s Berta de Pablos-Barbier
Molly FlemingAs chief growth officer of Mars, Berta de Pablos-Barbier is dedicated to eliminating stereotypes, but as a junior marketer one senior leader’s advice to get rid of her accent and adapt her leadership style nearly changed the course of her career.
Is the CMO role fit for purpose?
Marketing Week ReportersIs the increase in roles such as chief customer and chief growth officer reflective of a shift in the nature of marketing or unnecessary window dressing?
The power of nostalgia for building brands
Marketing Week PartnerNew research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
The game-changing role of intent-driven journeys
Ray GerberWhile it may have once been an empty platitude, businesses are now pivoting to focus attention and resource on ‘the needs of the customer’ with unprecedented vigour. This often leads them on a brave quest to realise the elusive customer-led journey.
If analytics gave you a ‘single source of truth’, could you handle it?
Mark GoodingTo realise the power of analytics, you need to be willing to change your preconceptions.
