Marketing Week Top 100 2022: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2022, sponsored by Tag.
There’s no better time to celebrate marketing excellence
Russell ParsonsAs we reveal Marketing Week’s 2022 Top 100 most effective marketers, it’s time to take stock and celebrate the achievements of some of the best marketers working in the UK today amid some of the most challenging times.
Ikea, Vodafone, Deliveroo: 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 metrics of ‘maybe’: Why you need to step off the proven paths
Helen EdwardsObsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Marketing budgets, customer queries and male representation: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Why the cost crisis is a ‘moment of truth’ for corporate-NGO partnerships
Molly InnesAs brands and charities address the impact of the cost of living crunch on their partnerships, Shelter, HSBC, Boots and Samaritans explain how they are adapting to cope with the crisis.
How Oddbox grew its brand on a startup’s budget
Michaela JeffersonBy investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
Are brands taking marketing effectiveness resourcing seriously?
Charlotte RogersWith more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
Faster, better and cheaper: Building audiences for activation with your brand tracker
Steven MillmanMarketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.
Can privacy and personalisation co-exist?
Marketing Week PartnerSome of the UK’s most illustrious marketers give their views on the value of personalisation and how brands can balance it with a privacy-first approach.
Sluggish growth and boardroom decisions: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
Is age the final diversity frontier for marketers?
Helen JamesWith so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
De’Longhi shifts focus as data reveals success of brand awareness push
Niamh CarrollHaving boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
1 Comment
Next CEO: Marketing spend is ‘not a decision made in the boardroom’
Niamh CarrollWith the cost of living crisis dampening consumer demand, sales during August slowed “significantly” and were “below our expectations”, the retailer has said.
You need purpose and pricing power, not one or the other
Chris BurggraeveTo really convince financial stakeholders, marketers need to urgently upgrade their marketing effectiveness language.
Co-op to invest £37m in lower prices following profit dip
Michaela JeffersonThe grocer also plans to treble its franchise store network, expand delivery partnerships, simplify and reduce its range, and improve its loyalty proposition.
‘It’s a no brainer’: Xero inks Lioness sponsorship deal in football push
Charlotte RogersThe accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Can tech democratise B2B market research?
Matthew ValentineTechnology is helping make B2B market research easier and cheaper for everyone from corporates to SMEs, but will communications improve as a result?
Five research techniques that are living on borrowed time
Helen EdwardsEvery research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
1 Comment
How bad research underpins the social purpose marketing debate
Andrew TenzerLeading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Brands on the rationale behind the market research renaissance
Megan TatumAs market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
Even if Unilever placates its investors, it still has Ben & Jerry’s to deal with
Mark RitsonWith CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Sex, lies and market research: How to get more truthful survey responses
Richard ShottonExperiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
Look at your brand from the customer’s perspective, not the other way round
Mark RitsonResponses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
From 
Understanding of the fundamentals of good storytelling
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
The benefits and opportunities for brands in B2B social selling
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
What to consider when developing a social media strategy
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s ‘eye-catching’ recipe crowned most effective ad of February
Michaela JeffersonSainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
In-housing: The solution to an industry skills gap?
Molly InnesWith research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Can marketing ever be a ‘green’ job?
Matthew ValentineWith 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
M&S and Unilever address marketing’s lack of socio-economic diversity
Charlotte RogersOn a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.