From the rise of anti-advertising advertising, courtesy of Oasis and BrewDog, to the crumbling casual dining market and WeWork’s failed IPO, 2019 has not been a good year for everyone in the marketing world.
From women’s football sponsorship and meatless meat to brands taking a stand on plastic and the renewed focus on marketing effectiveness, 2019 has been a good year for shaking up the status quo.
Welcome to the Marketing Week Christmas blog! A chance for the team to cram all the latest festive advertising news into one place.
During the second half of the 2010s, “customer success” – both as a business concept and as a function – has steadily been growing in popularity.
We’ve shortlisted 16 campaigns but now we want our readers to pick the best marketing campaign of 2019.
As Tesco CEO Dave Lewis prepares to depart, he offers an inside look at the brand strategy behind the supermarket’s turnaround.
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
Amid a cultural backdrop of climate emergency, Brexit chaos and fears over gun violence in the US, brands are increasingly deciding to take a stand, rather than play it safe.
Our video series exploring effectiveness in B2B marketing looks at the impact account based marketing can have on building relevant propositions for key customers.
From Unilever finally appointing a new marketing boss to KFC’s ban for its ‘What the cluck’ ad and the brands promoting disabled workers, catch up on all the major marketing news from the past week.
Peloton could have focused its Christmas ad on the many ways exercise can improve people’s lives but instead it fell foul of outdated stereotypes and sexism.
While 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.
It’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
With the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Unilever hiring an operational expert in Conny Braams and creating the new role of chief digital and marketing officer shows a shift in priorities for the FMCG giant.
Return 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 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?
Marketing 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.
If 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.
Unrivalled coverage, alongside practical advice
Consumers are increasingly pushing back against the rampant consumerism that Black Friday promotes, which can only be a good thing for retailers and the planet.
For all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
The pulling of each measurement lever at each stage should carry a different strategic objective, sticking to one is just daft.
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 […]
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 […]
The German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
Renault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Since 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.
There 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.
A 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.
Since 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.
Story 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.
As 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 increase in roles such as chief customer and chief growth officer reflective of a shift in the nature of marketing or unnecessary window dressing?
New research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
While 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.
To realise the power of analytics, you need to be willing to change your preconceptions.
