Thomas Barta: The first rule of brand purpose is do no harm
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
How city marketing is maturing to create global brands
From attracting waves of tourists and appealing to entrepreneurs, to keeping the message relevant for locals, marketers must strike a delicate balance to ensure their destination stands out on the world stage.
Royal Mail, EasyJet, WPP: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
General Mills focuses on building digital IQ as it looks to take more strategic approach
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
Online shopping, influencer marketing, high street footfall: 5 killer stats to start your week
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
BT and EE bring brands closer together under unified marketing role
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
Greenpeace takes ‘heart over head’ approach as it looks to widen appeal beyond activists
Greenpeace hopes the emotional story of a girl and her encounter with a young orangutan will bring the global issue of rainforest destruction for palm oil to life.
Helen Edwards joins Marketing Week as a columnist
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
Research is here to create, not just evaluate
Sponsored by MMR
The research sector is adapting, but it is not all about being agile, says Andrew Wardlaw, marketing director at MMR. Research is ready to create, as well as evaluate.
How Gandys has built a brand without advertising
The Forkan brothers are aiming to build a global flip-flop brand with Gandys but would rather see their profits invested in charitable projects than going on major ad campaigns.
L’Oréal looks to drive up ecommerce sales in AR partnership with Facebook
The collaboration will see L’Oréal’s beauty brands create augmented reality experiences that can be delivered through Facebook as it looks to bring the technology to the masses.
Helen Tupper: Look before you leap into a new career
‘Pivoting’ your career is tough to do, but can be achieved much more successfully if you take steps to prepare.
How Mozilla has adopted an ‘agile’ approach to make marketing more effective
Mozilla’s marketing boss is using his background in product development to bring a more collaborative and ‘smarter’ approach to running a marketing department that he believes takes away unpredictability and improves effectiveness.
How to build a digital culture
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, […]
The fundamentals of B2B digital transformation
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 […]
Marketing measurement and analytics: What you need to know
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 […]
How marketers learn
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 […]
How to build and execute an ecommerce proposition
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 […]
Creating and executing a content marketing strategy
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 […]
Marketoonist on watching the numbers
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Hack your commute: Gamify your life
Ever wished you life was a Final Fantasy video game? Well then there’s an app for you that can help attach stats, points and achievements to any aspect of your life.
Pepsi, Kellogg’s, L’Oréal: 5 things that mattered this week and why
Catch up on all the most important marketing news this week including Pepsi promoting a former marketer to CEO, more clarification around junk food ad rules and L’Oréal’s focus on augmented reality to drive ecommerce sales.
Sign up to our webinar on how to nail AI marketing without alienating customers
Brought to you by Selligent Marketing Cloud
In this webinar, you will get the low-down on why AI marketing is no longer an option, how to get a perfect AI toolkit and how to use AI to increase customer engagement.
Cadbury, YouTube, Converse : The top 10 YouTube ads in July
YouTube’s ad for YouTube Music topped the video rankings in July with the help of Childish Gambino, Sinnead O’Connor, Skepta, Queen and The Beatles.
Lufthansa on why having one agency model ‘doesn’t work’
Working with agencies that are nice to the brand – and each other – is the only way to build the trust needed to achieve your best work, says Lufthansa vice president of marketing, Alexander Schlaubitz.
Recommended reading: Speaking with passion and building brand experience
Marketing Week reviews the latest books for marketers.
Tanya Joseph: The finance sector needs to change to get more women to invest
Women are far less likely to invest in stocks and shares than men, but a change to how the industry is marketed could help to solve that inequality.
How Virgin Holidays is going beyond bookings to ‘inspire change’
Virgin Holidays’ new marketing boss wants the company to be a “force for good” beyond just helping people book holidays as it prepares to launch a new marketing campaign, its first in partnership with sister brand Virgin Atlantic.
Mark Ritson: Calling all marketers – it’s up to you to prove if Vote Leave’s overspend swung Brexit
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.
KFC and Kellogg’s ads banned for promoting junk food to children
The UK ad watchdog has ruled that two ads for Coco Pops Granola and Mars Krushems must not appear again in their current form, but McDonald’s escaped a ban on two fronts.
Learn the fundamentals of successful real-time marketing
Brought to you by Selligent Marketing Cloud
Find out how real-time marketing turns top funnel prospects into engaged customers.
Understanding the impact of your marketing activity
Brought to you by ScanmarQED
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 why voice of customer is key to happy shoppers
Brought to you by Usabilla
Learn about the nightmare scenarios driving customers away from your brand — and how you can prevent them.
The ultimate guide to developing your company’s tone of voice
Brought to you by Acrolinx
Learn why your company’s tone of voice matters and how to get it right.
Unlocking influence: 5 ways to ensure effectiveness of influencer marketing
Brought to you by Celebrity Intelligence
Learn why you need to be able to demonstrate success on influence and celebrity-led campaigns.
How to navigate micro partnerships
Brought to you by OneChocolate
In the marketing world, there’s a new trend sweeping across sectors: the micro partnership. But what exactly is a micro partnership?
Email campaign planning: a guide to setting the foundations
Brought to you by Communicator
With the right foundations in place, you can accomplish everything you want and more with your email marketing.
How to successfully go to market with a new product
Brought to you by Bazaarvoice
Wherever you are in the process of a product launch, it is critical to do your due diligence to understand your target audience and home in on what works — and what doesn’t — in your go-to-market strategy.
Complete Content: How to engage real humans and sell more stuff
Brought to you by Stickyeyes
This ebook sets out a bold new vision for content which gives CMOs and other marketing leaders a new framework for engaging their consumers in a way that is fit for purpose in an omnichannel age.
Customer Inside: A practitioners’ guide to online insight communities
Brought to you by C Space
How do 135 insight leaders get value from their online communities? And how do they use their connection to the customer to increase the impact of their team? This definitive guide to online insight communities reveals all.
How new technology is making out-of-home more efficient and effective
Brought to you by Posterscope
Out-of-home (OOH) advertising is at a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before. In this whitepaper, Posterscope examines some of the initiatives that are driving this.
Learn about sophisticated email marketing – a framework for ambitious marketers
Brought to you by Communicator
The Communicator Email Sophistication Scale simplifies your plan for email progression. Identify where you are and where you would like to be.
Tom Goodwin: When disruption means breaking the law, how do brands respond?
Startups have disrupted global markets and big brands by spotting unregulated industries and gaps in enforcement, so established businesses have to fight back and exploit their own opportunities.
Renault brings back Thierry Henry to reignite ‘va va voom’
The French striker returns to British screens as part of a new series of TV idents to broadcast live matches and non-live programming of the Premier League season.
One marketer on falling out of and back in love with big brands
From colouring in sketches of shoes in the 1980s, to launching the most complained about ad of the year in the 1990s and turning around the fortunes of a jeans brand “in freefall”, Sue Chidler’s marketing career has certainly kept her busy over the last three decades.
Marketoonist on the ROI of marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Colin Lewis: FMCG has become a breeding ground for underperformance
The big FMCG companies might still get the kudos from marketers, but on results, innovation, insight and diversity they have taken their eyes off the ball and let nimble disruptors in.
MoneySuperMarket looks beyond incentives to boost engagement in a promiscuous market
While other price comparison sites are looking to attract customers with 2-for-1 cinema tickets or reward schemes, MoneySuperMarket hopes a focus on making its service more useful outside of price comparison will increase loyalty.
Innovation, women’s sport, ad spend: 5 killer stats to start your week
We arm you with all the marketing-related numbers you need such as: the UK experiences its 19th consecutive quarter of ad spend growth and Britain sees 1.5 million new car registrations in 2018.
PepsiCo gets a new CEO as Indra Nooyi steps down
Nooyi will be replaced by PepsiCo president Ramon Laguarta, who has previously held roles in marketing and led PepsiCo’s European business, as it faces the challenge of shifting consumer tastes.
Consumers prefer to discover brands than be subject to advertising
Sponsored by Mention Me
New research by Mention-Me finds that 71% of consumers prefer to discover brands themselves via channels such as friend’s recommendations, browsing in-store or online searches, than from traditional forms of push advertising, with endorsements acting as a valuable tool to spark discovery.
House of Fraser, Poundworld, TfL: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Hack your commute: Find time to meditate
If you have 10 minutes on your commute, that can be enough time to get in a few minutes of meditation before the working day begins.
Russell Parsons: FMCG may be losing its shine but it still has plenty to offer young marketers
The marketing industry has revolved around FMCG for the last 40 years, but there is a growing feeling that the old way of doing things isn’t as relevant in modern marketing.
The big debate: Is FMCG still the best learning ground for marketers?
Has the FMCG sector lost its crown as the best place for a marketer to learn their trade, as technology boosts the need for experience of faster-paced environments?
M&S, P&G, WhatsApp: 5 things that mattered this week and why
Catch up on all the week’s marketing news including M&S’s plan to train its marketers in data science, WhatsApp move to make money and the innovation gap among UK marketers.
Facebook on the hunt for a CMO as it looks to rebuild brand reputation
Facebook has been without a marketing boss since Gary Briggs left earlier this year, but with mounting challenges following the fallout from the Cambridge Analytica scandal and questions over its role in Russian interference in elections it is now looking to beef up its marketing leadership.
Pret brings in former Just Eat marketer Barnaby Dawe as first customer chief
Dawe is tasked with leading all Pret’s marketing activities, as well as overseeing its digital transformation as ecommerce becomes a bigger part of its business.
Making the business case for women’s sport sponsorship
With numerous high profile events on the way over the next year, new data reveals a tangible – and gender balanced – interest in women’s sport across the UK. So why are brands still hesitating to get involved?
Mark Ritson: Targeting or mass marketing? The answer is both
The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market – it’s not either-or.
Tanya Joseph: Positive discrimination just levels the playing field for talent
Companies that actively seek out perspectives that are under-represented will find that rather than compromising on talent they widen the pool.
WhatsApp to start making money from businesses
There has been much speculation about how Facebook might monetise the messaging service since its acquisition in 2014 – with the move coming as Facebook’s own revenue begins to slow.
Dove: We will make mistakes but we aren’t going to lose the diversity game
Dove admits it has made mistakes as it looks to promote diversity, but says that given 70% of women don’t feel represented in advertising it is an issue more brands must tackle.
How Estée Lauder is rethinking consumer engagement to drive innovation
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.
How marketing can help brands build an export strategy post Brexit
The government is keen for businesses, particularly SMEs, to export goods as the UK readies to leave the EU, so what are the challenges and what role should marketing play?
River Island hopes renewed customer experience focus can help it see off digital rivals
The 30-year-old retailer has only had a customer experience team for just over a year, meaning the man leading the job has had plenty of ‘stitching’ and ‘welding’ to do to make sure it is fit for the future.