While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
The sportswear retailer retained the majority of its revenues after moving consumers online during last year’s Covid-19 lockdowns, but physical retail remains a key component of its long-term plans.
Aviva says marketing will play a “crucial role” as it looks to drive future growth, with the newly-created chief customer and marketing role designed to help it achieve those ambitions.
John Lewis, Selfridges, M&S and Next have all taken different approaches towards the reopening of non-essential retail this week, but the real trial lies in the weeks and months ahead.
Learn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.
The three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
As HSBC and Salesforce Datorama demonstrated at the Festival of Marketing, marketers need to move away from manual processes to realise their data’s value and identify opportunities proactively.
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
We arm you with all the numbers you need to tackle the week ahead.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
New opportunities will always arise so make sure you have the inner confidence to persevere.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
As exclusive Marketing Week data reveals one in 10 marketers have been let go over the past 12 months, many in the industry are shaking off the stigma of redundancy and proving they can thrive amid the career carnage of Covid.
From the best paid sectors to the salaries marketers can expect to earn as they climb the career ladder, Marketing Week’s Career and Salary Survey examines the state of pay in 2021.
The twin challenges of Covid-19 and an entrenched gender pay gap are harming the ability of female marketers to earn at an equal level to their male peers, at the same time as exclusive Marketing Week data reveals the salary gap widening the more senior they become.
Amid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
Journalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
Procter & Gamble’s chief brand officer has asked his marketers to behave like they’re running startup brands, which is unrealistic given 95% of startups fail.
When Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Journalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
The three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
BlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
