From authentic quality and a rich heritage, to a seamless service and individuality, the luxury experience is evolving in 2018 meaning brands must find what makes them special or risk being left behind.
HP’s global chief marketing and communications officer explains why diversity is at the heart of innovation, especially in an “invention business”.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Marketing Week Explores: From toxic masculinity to helping children improve their emotional literacy, we look at how brands are stepping up to tackle mental health.
Marketers are advised to follow certain rules when creating digital content but nailing SEO is only half the story.
Just Eat’s global CMO Barnaby Dawe, who is credited with “‘transforming” the brand’s approach to marketing and spearheading its rebrand, is set to depart.
Adidas is moving away from trying to “fix everything”, instead working out where it can add the most value to the customer experience both online and in-store.
Braze’s Kevin Wang explains when and how brands should think about using artificial intelligence.
Brands such as ITV, Harry’s and Topman are trying to tackle male mental health and promote more progressive images of masculinity.
From disruptive startup hubs to closely integrated teams, brands are pioneering new models of innovation, but marketing’s influence is key to ensuring these fulfil genuine customer needs.
Marketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Bluffing your way through knowledge gaps will only hinder you, so be confident and ask for help if you want your career to flourish.
Given the pace of technological developments, the challenge of embedding a digital culture in order to compete in a fast-paced, digitised and customer-centric world has never been greater for companies. Understanding what the opportunities and indeed challenges are and getting internal buy-in is not straightforward, however. This report draws on a range of survey data, […]
Digital Transformation is an often misappropriated term but understood correctly it can yield extraordinary results. Including interviews with senior leaders from British Gas, IBM, Fuji Xerox, Ogilvy APAC, Oracle Marketing Cloud and Salesforce and thousands of respondents to a survey, the report looks at the challenges that B2B companies face and how they have responded […]
There has never been as many opportunities to measure the impact of marketing campaigns but there has never been as many chances to get it wrong. Digital channels have led to an explosion in available data, offering the chance for marketers to engage, personalise and attribute the success of campaigns. It does, however mean […]
Business and society is changing at a frenetic rate and marketers are at the forefront of technological and behavioural shifts. In the face of this, it is difficult but even more important to take time out to learn and develop. Based on interviews and a survey of hundreds of senior marketing leaders this report highlights […]
As more and more sales gravitate online, the opportunity for businesses to boost revenue and profit grows daily. It is not, however, enough to ‘build it and they will come’. Marketers need to carefully plan and develop their propositions or risk getting lost in a very crowded environment. This report will help you create your […]
Content marketing is considered by many to be the silver bullet solution to engaging with consumers weary of traditional push advertising. But what is it, and how can you build an effective content marketing strategy that helps execute your marketing strategy. Pulling together insight from interviews from senior marketing leaders and content strategists from some […]
Marketers need to do a better job at explaining to consumers that the internet is free, thanks in large part to the advertisers that fund it.
Marketing Week’s ‘Hack your commute’ series uncovers inspiring and fulfilling ways to spend your journeys to and from work that will expand your mind and broaden your horizons.
From EasyJet bringing back the CMO role to McDonald’s customer experience push and how brands are stepping up for mental health week, here’s everything that’s happening in marketing over the past seven days.
Marketers no longer need fortune-tellers or clairvoyants to advise them what will happen in the future, a quick look at Google, Apple, Facebook and Amazon’s results suggests where the industry is headed.
Tackling the gender pay gap in sports made perfect sense for a brand focused on hiring values driven people with a strong purpose at its heart, says Ovo Energy CEO Chris Houghton.
Find out how leading brands are turning programmatic into a growth engine for their business.
Plus Ikea Dubai reveals its sleepiest ad yet and Google is probed over its use of Australians’ phone plan data to track movements.
Brands including P&G, Unilever and Mastercard are calling for the industry to come together and agree to eight principles that they believe will help clean up the digital ad ecosystem.
BT, EE and Plusnet have brought their broadband, mobile and content offerings together in an effort to offer “seamless connectivity” to customers across the UK.
Kerry Cavanaugh will be making the move from the US to the UK following Oliver’s promotion to a global brand purpose role at Mars.
Learn the seven rules to successfully becoming a digitally customer-centric business.
Although the brewing industry has adapted to a changing market in the past decade, the challenge for all involved remains the same: to find and reach customers in the most effective way possible.
Learn about the key foundations required to create and optimise effective personalised experiences.
Find out how you can become a customer-centric organisation by simply following three steps
Learn about the five elements of a winning digital customer experience strategy.
There are many touchpoints for gathering valuable, actionable feedback that, when assessed and implemented, can yield exceptional impact on customer success and your business results.
The ultimate guide to creating online video advertising campaigns that deliver real results.
Find out how the world’s best brands and retailers are connecting with consumers to make shopping feel more personal.
Discover the channel strategies that are driving customer communications, including the most popular social channels and the approaches taken to the challenges of multichannel marketing.
Find out how advertisers are taking control of programmatic– and what they are gaining as they do.
Learn how a unique blend of machine learning and human expertise takes away the brand safety worries of advertising to children on YouTube.
Learn how automation is revolutionising the way marketers source their print
Hostelworld’s ad featuring Mariah Carey trying out a hostel topped April’s list of the most popular YouTube ads, while Giffgaff’s ‘Stay because you want to’ ad and Apple’s ad for the iPhone RED rounded out the top three.
The Scout Association is hoping its new inclusive, skills-focused strategy will help it increase membership by 50,000 over the next five years.
EasyJet’s new CEO believes that by maximising its data use and focusing on core areas including holidays, business customers and loyalty it will be able to see more growth.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The move also includes the appointment of its first chief data officer as the airline looks to tighten its positioning, accelerate its use of data and boost loyalty among passengers.
GDPR offers brands a historic opportunity to establish a real value exchange with customers, which if done correctly will create trust and loyalty.
The campaign is part of a push from the fast food giant to highlight its innovations in customer service such as the mobile ordering, in-store touchscreens and table service.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As statistics show one in 10 children in the UK a have diagnosable mental health disorder, brands are helping kids improve their self-esteem, confidence and resilience in an increasingly digital world.
All outdoor ads featuring products high in salt, fat and sugar could be banned on public transport in London as part of proposals suggested by mayor Sadiq Khan to tackle obesity.
YouGov research reveals the consumer profiles and buying preferences of beer and cider drinkers, including the habits of pubgoers and the brands with the top perception scores.
Catch up on all the big marketing news from this week, including Starbucks and Nestle signing a licensing agreement, Unilever’s new efforts on sustainable brands and Budweiser’s World Cup campaign.
The Italian luxury car brand is hoping its first UK TV campaign can help boost spontaneous awareness and position the brand as exclusive but more affordable than people might think.
Having relaunched its brand last year, Canon is now looking at how it expands its brand positioning into CRM and point-of-sale.
As the world of work evolves, brands are ditching old fashioned CVs in favour of highly digital, behaviour-focused strategies for attracting diverse talent.
Plus Google bans abortion ads in Ireland and Vodafone acquires Liberty Global cable networks across Europe.
Unilever’s ‘Sustainable Living’ brands grew 46% faster than the rest of the business, but the company is now looking beyond its current targets by asking its employees what sustainability issues it should be prioritising
The marketing industry is very good at analysing problems but not as good at finding solutions. From gender diversity to short-termism, we need to act to make our industry a better place.
Instagram levels the playing field for brands big and small looking to connect with consumers and be part of a wider conversation.
The specialist toy retailer says the high street is “far from dead” but making sure it has a “key point of difference” in an increasingly competitive market will be integral to its success.
It is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.
GDPR will not just have an impact on how marketers can collect data but how they use it to create personalised and targeted online advertising.
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