The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
CEO Alan Jope stressed Ben & Jerry’s decision to pull out of territories in Israel was made by the brand’s independent board and that Unilever remains “fully committed” to its business in Israel, as the FMCG giant recorded turnover of €25.8bn (£22.3bn) for H1.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
While this month’s GfK research shows rising confidence in personal finances and spending money, expectations for the economy this coming year have once again dipped.
Despite cuts to marketing spend due to the “shapeshifting” Covid crisis, global CMO Kim Miller has led The Economist to record subscription growth through a mixture of innovation, experimentation and resilience.
The shortlist for Marketing Week’s Masters awards is revealed, with Weetabix, PlayStation, Aldi and Nationwide also racking up multiple nominations.
Being right will only get you so far. In order to have a positive impact, junior marketers must do their research and back up any call they make with evidence – that way the CMO can’t help but listen, says CRUK’s Philip Almond.
Spurred on by a 42% increase in revenue, Coca-Cola is poised to double spend on consumer-facing activities, while at the same time dialling back its physical marketing activations around the Tokyo 2020 Olympic Games.
Creative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
Ecommerce is growing rapidly in B2B as well as B2C brands but is still not the norm, so what’s the right model for customers as well as colleagues in sales and across the business?
Senior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
Danone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In the space of just seven months the School of Marketing’s Mentoring Gen Z initiative has reached 500 young people hoping to kickstart their career.
Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
The majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
Leading B2B marketers explain how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues.
Diversity in advertising means more customers feel seen. When people feel seen they feel good, and making people feel good drives brand growth.
Samsung Europe CMO Benjamin Braun explains how artificial intelligence is key to unleashing marketing potential and unlocking innovation.
Ongoing issues around media neutrality and transparency make it very difficult to build strong and trusted client-agency relationships.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.
Successful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
Gap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
On a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
The property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Among the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
Sport 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.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.