Take part: Marketing Week’s annual Career and Salary Survey is now open
Marketing Week ReportersHelp us create the marketing industry’s most robust report into careers, salaries and workplace trends.
Iceland on the ‘almost impossible’ task of creating a Christmas ad this year
Charlotte RogersIceland believes the “incredibly agile” nature of its marketing team has helped it weather the Covid challenge this year and helped it attract new customers.
Market research spend slumps as shift to digital and Covid hit
Matt BarkerWith the coronavirus crisis causing marketers to pull back even further on market research expenditure, how can the sector rebound and stay relevant?
The best and worst Christmas ads: Marketing Week picks
Marketing Week ReportersWith Christmas ad season now firmly underway, Marketing Week shares its take on this year’s Christmas stars and festive flops.
Yum! Brands CMO on why cultural relevance beats global consistency
Molly FlemingThe CMO of KFC and Pizza Hut’s parent company talks about the value of decentralised marketing and why brand success nearly always comes down to relevance, ease and distinctiveness.
Marketoonist on brand purpose
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Faster, slicker, smarter’: Meet the marketers rethinking agility
Charlotte RogersAgile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
How Sainsbury’s became ‘Signsbury’s’ to create a better environment for deaf shoppers
Matthew ValentineStaff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
How Cisco’s Messenger experience opened up new opportunities with small businesses
Sean HargaveThe B2B technology giant had a perception problem, being thought of as a brand for big enterprises, so it took to Facebook Messenger to drive new consideration from SMEs.
Radio listening, consumer confidence, Black Friday: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
How can digital advertising help small businesses recover from Covid-19?
Marketing Week PartnerSmall businesses have borne the brunt of the Covid disruption but digital advertising is an accessible and cost-effective way for them to drive growth.
GoCompare, Allbirds, Ryanair: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Reaching new students can earn brands loyalty before competitors get a chance
Marketing Week PartnerUniversity freshers are eager consumers without established brand loyalties, so gaining their love at a formative time can lead to lifelong relationships.
‘Humaning’ and the promise of a vaccine: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Mondelēz’s reinvention of marketing to what a potential vaccine could mean for struggling brands, it’s been a busy week. Here’s my take.
Brewdog, L’Oréal, Specsavers: 5 things that mattered this week and why
Marketing Week ReportersWith Specsaver’s CMO Katherine Whitton leaving, Brewdog’s ad ban and the advertising industry’s climate crisis call to action, here are some of this week’s biggest marketing stories.
3 questions I wish I’d asked as a junior marketer: Very’s Carly O’Brien
Matt BarkerConnecting with new people and discovering fresh ideas is very much at the heart of Very Group CMO Carly O’Brien’s marketing philosophy, as is learning to strike the right balance between daily concerns and the long-term picture.
Christmas with a conscience: How advertisers tackled the 2020 festive season
Charlotte RogersDuring a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.
The best and worst Christmas ads: Marketing Week picks
Marketing Week ReportersWith Christmas ad season now firmly underway, Marketing Week shares its take on this year’s Christmas stars and festive flops.
The bigger idea behind the John Lewis and Waitrose Christmas ad
Sarah VizardThe retailers say they felt they had no choice but to do something “entirely different” this year as they look to bring their brand promise to life.
This Christmas brands are spreading a message beyond festive cheer
Matt BarkerThe 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
For gender equality to succeed, men need to see its benefits
Tanya JosephFlexible working gives men better work/life balance and women more career opportunities, so business and society need to encourage it and ditch harmful ‘alpha male’ stereotypes.
1 Comment
‘Humaning’ and the greatest marketing bullshit of all time
Mark RitsonMondelēz’s promise to “stop marketing and start humaning” is a new entry into the all-time marketing bullshit top 10, an exclusive list only the most delusional, out-of-touch and supremely earnest can hope to make.
John Lewis’s diversification strategy smacks of fanciful thinking
Helen EdwardsWhen established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
How brands are thinking differently to find growth
Steve HemsleyBrands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
Bamlanivimab and the challenge of brand names
Mark RitsonBrand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
How Sainsbury’s became ‘Signsbury’s’ to create a better environment for deaf shoppers
Matthew ValentineStaff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
How Pizza Hut overhauled its media strategy to be more efficient
Molly FlemingPizza Hut believes a focus on attribution and ROI can help to make its marketing more effective as it shifts to digital.
Marketers should think more about handbrakes than accelerators
Richard ShottonMarketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.
‘Faster, slicker, smarter’: Meet the marketers rethinking agility
Charlotte RogersAgile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
3 questions I wish I’d asked as a junior marketer: Very’s Carly O’Brien
Matt BarkerConnecting with new people and discovering fresh ideas is very much at the heart of Very Group CMO Carly O’Brien’s marketing philosophy, as is learning to strike the right balance between daily concerns and the long-term picture.
Specsavers CMO Katherine Whitton on her brand building legacy
Molly FlemingKatherine Whitton may be leaving Specsavers after three years, but she looks back with pride on a tenure, which has included negotiating the challenge of Covid-19 and repositioning the brand.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport 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.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.