Vote for your marketing campaign of 2023: Group stage
Marketing Week ReportersMarketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
1 Comment
Peloton CMO departs after 11 months to take top marketing job at Verizon
Molly InnesLeslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
2023 marketing year in review: It’s been a bad year for…
Marketing Week ReportersFrom the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.
P&G finance chief: Product ‘superiority’ has shielded brands from private label impact
Niamh CarrollThe consumer goods giant ‘reset’ its superior product portfolio, reducing the proportion of its products that are included in it, in order to fight ‘inertia’.
How Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
‘We need the help of our competitors’: Yorkshire Tea on reinvigorating a declining category
Niamh CarrollYorkshire Tea has gained share to become the clear market leader in black tea, but as the top brand in a declining category it is now looking to fresh ways to stimulate growth in a contracting market.
Peter Field: Marketers are too disinvested in TV advertising
Chris SutcliffeTV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
The ‘language of Reels’: What it is and why brands need to learn it
Marketing Week PartnerReels, available on both Instagram and Facebook, are now an indispensable part of the media mix, and brands can supercharge their results by understanding the creative approaches that most effectively turn attention into action.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
2023 marketing year in review: It’s been a good year for…
Marketing Week ReportersFrom a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing
Marketing Week ReportersIn the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
1 Comment
On the Beach CEO credits brand differentiation for increasing marketing effectiveness
Niamh CarrollTravel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.
Sainsbury’s dual focus on premium product and price powers its largest market share gain in a decade
Chris SutcliffeThe supermarket chain’s strategy to “go after both” quality and the cheapest has helped it increase market share by 0.4 percentage points.
Why TikTok campaigns aren’t just for Christmas
Marketing Week PartnerWith the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.
Marketoonist on the many hats of a CMO
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
What to do when you have no budget
Jon EvansAchieving big things on a small budget is possible. Here are four things to consider.
Pinterest’s CMO: Marketers should not change their ratio of spend when budgets are cut
Lucy TesserasThe social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
‘Get comfortable with discomfort’: How marketers can make the most of their budgets
Niamh CarrollBeing able to justify each pound spent is a healthy mindset to have in any marketing business, say senior marketers from Diageo, CALM, AMS and Salesforce.
‘You can’t do your job without it’: Why protecting research budgets matters
Matthew ValentineIn the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
1 Comment
Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
Three ways brand building is similar to compound interest
Johnny CorbettBrand building adds long-term value, enhances business impact, and gets better with creativity and commitment.
Christmas is coming
Creative campaigns and exclusive insights from across the agency landscape.
Reports
From 
A quick guide to data-driven marketing
This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
Recruiting for in-demand skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
5 Comments
Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
How to harness audiences’ attention in a fragmented media landscape
Marketing Week PartnerToday’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
Why ‘emotional loyalty’ is the new opportunity for brands
Marketing Week PartnerTrue emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
How eBay’s Love Island sponsorship changed the face of pre-loved fashion
Marketing Week PartnerConsumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.