Helen Edwards: Here’s what I hope will change in 2020
Helen EdwardsA change of decade carries with it a weight of hopes and predicted changes. Here’s my wish list of the ways I hope marketing will be better in 2020.
Why you should consider a marketing apprenticeship
Charlotte RogersFor the first time, the marketing industry can provide an apprenticeship offering that goes from A Level to Master’s degree as it looks to show the value of alternative routes into the industry.
Trends 2020: Sports sponsorship takes a deeper dive
Matt BarkerRecognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
Winners, losers and those who dared to be different in 2019
Russell ParsonsThe end of the year is a time for reflection, and for looking back at what we can learn from the brands that stood out in marketing in 2019.
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Peloton’s ad is bad, but it will ultimately benefit the brand
Mark RitsonNot all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
Trends 2020: The screw turns tighter on social media
Charlotte RogersAs calls mount in the US and UK to bring the power of the social media giants under control through regulation, the independent future of ‘Big Tech’ hangs in the balance.
Marketing Week Explores: The best campaigns of 2019 and 2020 trends
Marketing Week ReportersIn the latest edition of the Marketing Week Explores podcast, we look back at the best campaigns of the past 12 months and offer our predictions for the biggest marketing trends for 2020.
Why one CMO swapped consumer marketing for B2B
Sarah VizardWith a passion for business and economics forged in her teenage years, Michelle Peluso took her skill for thinking outside the box all the way to The White House, before swapping politics for entrepreneurship, tech and B2B in her current role as CMO at IBM.
Why and how you need to redesign your marketing measurement
Mark WilsonBrands’ usual approach to modelling marketing effectiveness is unfit for purpose, with data issues from walled gardens and GDPR restrictions making it unreliable. There’s a better way.
Thinkbox aims to show business impact of TV ads in Tooth Fairy campaign
Sarah VizardThe new campaign focuses on the role of TV advertising in business transformation for the first time, using a mythical character – the Tooth Fairy – and her struggles to grow her new business.
The five trends defining SEO and content marketing careers
Marketing Week PartnerAs 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
How Direct Line is proving the link between customer and commercial
Russell ParsonsDirect Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
The habits of highly effective marketers
Morag Cuddeford-JonesSenior marketers at our roundtable sponsored by Neustar described the struggle of demonstrating marketing effectiveness, but also proved marketing is maturing by embracing the need to do it.
Vote for your campaign of 2019: Semi-finals
Marketing Week ReportersThe competition is stiff with only four brands making it to the semi-finals. Which two campaigns will go head to head? You decide.
Marketoonist on marketing predictions
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The best marketing campaigns of 2019
Sarah VizardFrom chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
2019 year in review: It’s been a bad year for…
Marketing Week ReportersFrom 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.
2019 year in review: It’s been a good year for…
Matthew ValentineFrom 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.
The best marketing campaigns of 2019: Part II
Charlotte RogersRobert De Niro goes mad for bagels, Paddy Power calls time on football shirt sponsorships and Colonel Sanders performs a Mother’s Day striptease, here’s part two of Marketing Week’s campaigns of 2019.
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Peloton missed a huge brand opportunity with its sexist ad
Molly FlemingPeloton 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.
It’s time for marketers to show procurement some love
Robin BonnIt’s not just agencies who hold outdated views on procurement. Marketers would also benefit from a refreshed perspective.
Brands must counteract politics’s negativity
Tanya JosephWith the general election likely to throw up more division, advertising can play a role in helping unite consumers, colleagues and communities again.
Reports
From 
One of the big trends in advertising has been an appetite for increased control over programmatic
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 […]
Marketers today face a radically different communication and product landscape.
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 […]
Aldi crowned this year’s most effective Christmas ad
Sarah VizardThe German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
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Ads are pointless if the consumer doesn’t recognise the brand behind them
Mark RitsonRenault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Samsung’s mission to make its marketing more scientific
Ellen HammettSince 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.
How brands are using digital innovation in customer service
Nikki GillilandThere 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.
Risk and reward: How retail brands are managing returns
Matthew ValentineA 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.
McDonald’s turns to tech to build the future of fast food
Molly FlemingSince 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.
Burger King’s UK marketing boss on why she ignored the doubters
Molly FlemingStory 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.
3 questions I wish I’d asked as a junior marketer: Mars’s Berta de Pablos-Barbier
Molly FlemingAs 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 CMO role fit for purpose?
Marketing Week ReportersIs 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?
The power of nostalgia for building brands
Marketing Week PartnerNew research from YouGov and the7stars investigates what triggers nostalgia and how it influences their buying behaviour.
The game-changing role of intent-driven journeys
Ray GerberWhile 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.
If analytics gave you a ‘single source of truth’, could you handle it?
Mark GoodingTo realise the power of analytics, you need to be willing to change your preconceptions.
