While the war on plastic has created challenges for established brands now having to adapt their business practices to cut down on plastic waste, the focus has created an opportunity for brands that can tap into demand for plastic alternatives.
Innovation is becoming an increasingly important motivation for both brands and charities that enter into partnerships, with tie-ups now more strategic than ever before.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Brands must work collaboratively with platforms and partners to rid the digital ecosystem of fraudulent activity and rebuild trust.
Brands are breaking free from one-category products that limit growth and innovation and are taking advantage of consumers’ eagerness to experiment.
TripAdvisor is moving further into social travel as it unveils a revamp of its website that will enable users to follow friends and brands, offer a personalised news feed and let users plan their trips.
We arm you with all the numbers marketers need ahead of the coming week.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
M&M’s saw the benefits of taking an unfamiliar approach to mobile advertising, in a Facebook campaign that boosted sales by more than a third.
Outdoor sports brand Berghaus has launched its biggest ever marketing campaign as part of a sustained five-year initiative to drive awareness and business growth that comes after its owner, Pentland Brands, moved to a matrix function aimed at professionalising its marketing.
The free, nine-month programme offers future marketing leaders the chance to receive mentorship and learning from some of the biggest names in the industry.
The campaign, the first since new CMO Lis Blair took over, aims to create a more emotional connection with consumers as it looks to be known for more than value for money.
As Time Out celebrates its 50th birthday, CEO Julio Bruno explains how the brand has evolved from a simple listings magazine to a global content powerhouse, with five markets set to open over the next 12 months.
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 […]
Unless businesses build an exceptional experience around their brands, they risk losing the all-important loyalty of their customers, which can now be translated into measurable commercial value.
From Three’s ad featuring a giraffe-flamingo with swagger, to Google championing humour and wit, to Turkish Airlines’ Lego-inspired spot, these are the top 10 most watched ad on YouTube for August.
Marketing Week Explores: In the latest edition of our podcast series we discuss the School of Marketing and its mission to help diverse young people find a route into the industry.
Campari is launching its first major marketing campaign in the UK as it looks to drive up sales by converting latent awareness into consideration.
Marketers from Debenhams, Izabel London and Friesland Campina share how they got into marketing and what they think it will take to inspire the next generation.
From Coca-Cola’s partnership with the Premier League to EasyJet’s emotional new camapgin, catch up on all the most important marketing news from the week gone by.
Voice tech, GDPR and machine learning were all key theme’s at this year’s Dmexco ad tech conference but it still felt like there was a distinct lack of marketers at Europe’s biggest annual digital marketing conference.
The Festival of Marketing takes place across two days and 12 stages, with hundreds of speakers from top brands and great thinkers. Here’s our pick of what to see.
The banking group has transformed its marketing over the past 10 years, with a big focus on creating a performance team tasked with making its investment more efficient, effective and focused on real business outcomes.
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
YouTube says advertisers are now more concerned about transparency, viewability and measurement than brand safety as it looks to attract more brand dollars with vertical video ads launch.
Find out some of the key ways you can overcome the difficulties that present themselves when setting marketing spend, ensuring it drives sales rather than just reflecting them.
Key advice for turning customers into advocates and monetising word of mouth as an effective acquisition channel.
Find out about the many ways marketers should use personalisation and emotional language to elevate their campaigns and drive results.
Using data to delight your customers and gain commercial advantage is easier than many imagine. Follow the five cornerstones of the data-driven customer experience, and you can improve customer loyalty and boost sales. Read this white paper to find out more about how to get started in the great big world of data.
This white paper sets out the essential components for an influencer marketing programme, providing a comprehensive guide for those starting out through to those with more experience in executing campaigns.
This white paper looks at the public’s perception of smart devices and how much success brands have had in encouraging take-up of appliances.
Find out how real-time marketing turns top funnel prospects into engaged customers.
Although marketers have more data than ever before to help with their decision making, understanding what is really working is still a challenge that is often overlooked in favour of management via vanity metrics.
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
Learn why your company’s tone of voice matters and how to get it right.
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
The two brands are increasingly focusing on connecting their businesses following their rebrand, with loyalty the next area where they see potential common ground.
UK boss of Coca-Cola says the deal with Premier League is part of the brand’s global total drink strategy and will allow the company’s less well-known brands to “be part of a regular conversation”.
The companies are joining forces for the first time with a new TV campaign to increase media efficiency and get more “bang for our buck”.
Jubel has just secured a listing with Sainsbury’s but co-founder Jesse Wilson says it wouldn’t have happened had the brand not undertaken a radical redesign just months after launching.
Price match schemes used to be a staple in supermarkets’ marketing armoury but a promise to instead offer lower prices across the board will need to be backed up with investment and communication to ensure savvy shoppers don’t head elsewhere.
New data shows that younger consumers and those who are Asian or Black/African American are far more likely to view the campaign favourably than older, white consumers, and it is more likely to get them to buy from Nike in the future.
The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.
Consumers are becoming increasingly aware of branded content, but they are not adverse to influencer partnerships, so long as they are clearly identified.
Marketing Week is to play a bigger role than ever before at this year’s festival with its own stage and dedicated space to mark our 40th anniversary.
Syl Saller tells Marketing Week editor Russell Parsons about learning from failure, marketing leadership and empowering women.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Rather than staying silent or hiding comments, an increasing number of brands are calling out the abusive behaviour of online trolls by drawing attention to the real-life impact of hate speech.
The Chinese brand has managed to break the Apple and Samsung hegemony in the smartphone market through a focus on innovation and collaboration, but it faces a big challenge to achieve its goal of being the biggest global player.
The celebrity chef has teamed up with the nation’s biggest supermarket to change perceptions around healthy eating and make it more achievable for customers.
We arm you with all the numbers marketers need ahead of the coming week including the fact that card payments continue to rise and retail parks have salvaged summer footfall.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
If businesses are to attract and excite the next generation they need to ensure they correctly communicate the wealth of opportunity a career in marketing can provide.
The charity saw its 150th anniversary as an opportunity to shed its “institutional” image with a humorous new campaign and strategy that will see it become “an agent for change”.
The Festival will deliver a bespoke event for the society’s members at this year’s two-day event.
Catch up on all the marketing news this week including John Lewis and Waitrose rebranding, Ford launching a car at a gaming conference and M&S restructuring its marketing team to focus on specialists rather than generalists.
The mobile operator is rethinking its marketing strategy as it looks to return to its roots and help customer feel excited, rather than worried, about new technology.
The charity is using a cinema ad to illustrate how while children may be shielded from violence when they go to watch a film, that shield all too often doesn’t extend to the home.
Want to lure the world’s best talent into marketing? You need to step up the profession’s standing first.
The brands have teamed up with Channel 4 to broadcast a primetime ad break takeover that aims to highlight the hateful and sometimes violent social media posts aimed at real people cast in their ads, with the hope it will get more people to think about the impact such comments can have.
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