It’s well established that brands need both long- and short-term marketing to be effective, but you’ve still got to decide between the three options for how to use them.
An increasing number of high street restaurants are looking to take their products into supermarkets, but with so much competition on shelf how do you stand out?
From John Lewis overhauling its brand purpose and Morrisons’s new CMO to the Marketing Week Masters Awards, catch up on all the biggest marketing news from the week gone by.
Congratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Tesco, Grand Prix winner ITV, and ITV CMO Rufus Radcliffe, who has been crowned ‘Marketer of the Year’.
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. From the woes of the casual dining sector to the purpose of John Lewis, it’s been a busy week on marketingweek.com. Here is my take.
John Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
A logistical nightmare but a creative triumph, the ad turned around the fortunes of a troubled multinational and launched the career of one of the industry’s leading talents.
The high street retailer, which saved £21m by turning marketing off during lockdown, is ramping up its investment as it looks to learn the lessons of Covid-19.
It doesn’t need to be an expensive and time-consuming process to make minor changes to the artwork of your marketing materials.
Marketing Week reveals the top 10 marketers in regulated industries, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing Week reveals the top 10 marketers in travel, leisure and hospitality, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
The mantra ‘right message, right channel, right time’ is imprinted into every digital marketer’s brain. Understanding customer identity, and being able to respond to this, is the driving force behind journey orchestration.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Online shopping platform Farfetch has ramped up investment in a new campaign and brand identity, as it looks to capitalise on soaring demand for luxury fashion post-lockdown.
A new study finds eco-conscious consumers are worth $382bn to FMCG brands, with older consumers proving to be the most environmentally active.
Just as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
Currently serving as Sainsbury’s group head of brand communications and creative, Rachel Eyre will join Morrisons in 2021 as the supermarket looks to foster a new generation of retail talent.
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.
Marketers left unemployed by the Covid crisis shouldn’t assume their careers will resume in the same form – you’ll need to rethink your skill set and challenge your own behaviours.
Whether its promoting sexual wellbeing at Lovehoney or making a splash in the grocery sector at Sainsbury’s, Sarah Warby has always chased a fresh challenge throughout her marketing career.
Graduates across the UK face uncertainty over their degrees and career prospects in numerous sectors, yet marketing remains a solid vocation.
If brands are serious about not letting their money fall into the hands of climate change deniers, white supremacists and conspiracy theorists, now is the time to take a discriminating approach to brand safety.
At our first Covid Christmas, consumer sentiment could range from weary resignation to a desire for escapism, and brands will have to set the right tone.
The economics of agencies mean they often have to hire a large group of juniors to work on the cheap but they should start putting a premium on experience, even within digital.
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
1. Introduction Little more than a month ago, it seemed as though the effects of the coronavirus, while severe, would be temporary, with the worst of the impact experienced by those living in China and the surrounding countries. Now, we all know just how erroneous that assumption was. It’s not an exaggeration to say the […]
Asda believes the time is right to bring back the pocket tap as it looks to champion customer concerns around financial security and build on its heritage in price.
Bernard Matthews believes it can shake off the negative health connotations around its infamous product and position it as a mealtime option for families, while also expanding the brand into new areas.
Now may seem the right time to prioritise customer-facing brands, but in this crisis your employer brand is critical to staff motivation and consumers’ perceptions of your company’s ethics.
Marketing theory is a constant battle between opposing viewpoints, but an open mind and accurate data set will show you usually need to adopt both perspectives.
New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
Marketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing Week reveals the top 10 marketers in food and drink retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
To innovate and grow, B2B firms need more marketing representation at non-exec level. More psychological forms of differentiation are required, and illustration that not everything that is costly is necessarily a cost.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.