Thomas Barta: It’s time to ditch your job description
Too many marketers are sticking rigidly to their contracted responsibilities: what they need is not a job description but a job purpose.
Ad regulator bans sexist stereotypes, saying they ‘hold back people and society’
The ad regulator says harmful gender stereotypes have “no place” in modern advertising, with the new rules, which come into force next summer, banning sexist stereotypes such as a man’s inability to change a nappy or a woman’s inability to park a car.
Marketing Week Meets…Nationwide CMO, Sara Bennison
Marketing Week’s Visionary Marketer of the Year explains why brands need to give their agencies the time and space to have ‘the crazy idea’, and why the true test of a marketer is when things aren’t going to plan.
Vote for your campaign of 2018: The semi-final
We’re now down to four campaigns. Vote for your favourite to secure its place in the final.
Why Sainsbury’s isn’t waiting for ‘big silver bullets’ to drive business transformation
An increased focus on data and analytics is allowing Sainsbury’s to solve problems faster and develop new ways of working to ensure it is agile, efficient and unlocking new opportunities across all parts of the business.
The key trends that will impact marketers’ jobs in 2019
Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead.
Coca-Cola Great Britain appoints new marketing director
Coca-Cola veteran and former sales director at distributor Coca-Cola European Partners, Paul Grace, takes over from Aedamar Howlett who has been promoted to a European marketing role after two years leading the GB business.
Keith Weed on his biggest success: We proved the business case for sustainability
Unilever’s marketing boss tells Marketing Week he is most proud of growing sales and profits every year, while also building a company with sustainability at its core.
2018 Marketing Year in Review
Tanya Joseph: If influencers are authentic they’ll back your brand for free
Influencers can be a fickle bunch, willing to take money and promote the goods of the highest bidder, which in time will erode consumer trust and love for your brand.
John Lewis, Sainsbury’s, Argos: The top Christmas YouTube ads
From a boy dressed as a plug and an Elton John blockbuster, to a mischievous Christmas elf and an ad banned from television for being ‘too political’, we reveal YouTube’s most watched Christmas ads of 2018.
Diageo’s Andrew Geoghegan’s five tips for surviving the planning season
The end of the year often sparks marketers to look ahead, but to ensure they come up with future plans that lead to growth they need to make sure they are getting the best out of their teams.
How Vodafone’s chatbot ‘revolutionised’ its online customer experience
Vodafone has improved customer experience by streamlining its order process online thanks to its “intuitive” chatbot TOBi.
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 […]
Britvic tests new way of pitching as it looks to improve ‘inefficient’ process
Britvic trialled a new format when it pitched for work on its Wisehead Productions brands as it looks to reduce the amount of time, energy and cost that pitching can generate for both clients and agencies.
How LADbible uses its ‘fun tone of voice’ to drive social empowerment
The world’s largest social media publisher is dialling up its commitment to being a force for good with a new direction focused on everyday empowerment following its acquisition of rival Unilad.
Charlotte Rogers: 2018 is the year the founder bubble burst
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
Vote for your campaign of 2018: The quarter-final
The winning campaigns from the first round of the competition have been randomly drawn against each other for the quarter final. Vote now to have your say.
Ben Davis: The sweet spot is where strategy meets design
Young marketers need to avoid getting stuck in commoditised ‘specialisms’ like social and SEO when the focus for brands is in strategy and experience design.
Trends for 2019: Brands stop talking about being customer-centric
Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Trends for 2019: Brands must finally put their Brexit plans into action
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
Trends for 2019: Brands realise the risk of sitting on the fence
With consumer trust in brands falling, companies need to be willing to have a voice on certain topics, failure to do so could actually be more damaging than keeping quiet in 2019.
Trends for 2019: Agencies under attack from all sides
Could 2019 be the year the agency model finally gets a 21st-century update?
Trends for 2019: The era of social media self-regulation is over
In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months.
Trends for 2019: Marketers re-imagine the future of work
From side-hustles to ‘squiggly careers’, marketers are embracing the opportunities of flexible working as they pursue multiple projects in a bid to turbocharge their professional development.
Five ways to turn one-time gift shoppers into repeat customers
Brought to you by VE Global
Find out how to make sure seasonal shoppers don’t just come to your website once, but want to shop with you again and again in the new year and beyond.
How to understand the lifecycle of a mobile app user
Brought to you by Adjust
Mobile apps have a charmed life in the hands of smartphone users – they may be opened daily or rarely, kept long-term or quickly uninstalled. These tips will help you improve your chances of acquiring and keeping users.
How can your brand survive Google’s ‘EAT’ algorithm update?
Brought to you by Stickyeyes
Google updated its search algorithms earlier this year, in a change that has had a dramatic impact on some brands’ visibility. Here’s how you can respond.
Real-time analytics: The key to unlocking insight and driving customer experience
Brought to you by SAS
SAS and Harvard Business Review reveal which companies are most successful at creating real-time customer experiences, and why.
‘Influencer Marketing 2020’: How brands, agencies and consumers see influencers
Brought to you by Influencer Intelligence
With brands’ use of influencers growing every year, Influencer Intelligence looks in-depth at attitudes towards the channel across the industry and among the public.
Six last-minute holiday season tips for ecommerce marketers
Brought to you by VE Global
There is still time for marketers to adjust and optimise their tactical plans for making the most of the sales opportunities this Black Friday and Christmas.
How analytics unlocks the power of personalisation
Brought to you by SAS
Personalisation will miss the mark if it is only based on past data – marketers also need predictive analytics to achieve its full potential.
A complete campaign guide to Facebook Dynamic Ads
Brought to you by Products Up
Learn how to maximise the effectiveness of one of the most influential social media ad formats on the market.
Customer-centric trends behind winning companies
Brought to you by Apteco
Find out which companies are excelling at customer-centric communications, and how they are achieving it.
How to convert data into meaningful, business-critical action
Brought to you by MiQ
Businesses’ challenge today is no longer how to collect data on their customers, but which data is most useful and how it can be turned into ‘marketing intelligence’.
Understanding marketing intelligence
Brought to you by MiQ
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
Learn how WhatsApp can be an effective marketing channel for your business
Brought to you by MessengerPeople
Learn everything you need to know about messenger marketing.
Trends for 2019: NLP boosts the power of chatbots and voice
We’re likely to see natural language processing (NLP) reach a level of advancement in 2019 that finally makes more complex applications look both possible and appealing.
Trends for 2019: Effectiveness wins the battle over efficiency
This prediction might be more wishful thinking than based in reality, but there are signs 2019 could be the year marketers succeed in getting their businesses to prioritise effectiveness over mere efficiency.
Trends for 2019: Innovation will become faster and more flexible
As consumer trends shift innovation will need to be faster than ever in 2019 with companies radically changing tactics in order to create a start-up culture.
The marketing moments of 2018: Marketers share their views
Marketers share the key moments of 2018 that have changed the industry and impacted how they do their jobs.
Top marketers on Keith Weed’s impact on the industry
Improving marketing capability, making sustainability a business imperative and inspiring other leaders have all been key to Weed’s success, say marketers who have both worked with him and watched his career.
Carluccio’s bounces back from CVA with £10m ‘brand reboot’
After announcing the closure of 34 restaurants in May, Italian dining chain Carluccio’s is hoping to bounce back with a £10m cash injection focused on rebooting the brand.
Marketoonist on age in advertising
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Mattel’s marketing boss on giving Barbie a timely makeover
Ahead of Barbie’s 60th birthday, Mattel’s chief operating officer Richard Dickson is rejuvenating the iconic doll brand to build a movement empowering the next generation of women.
Helen Tupper: Three questions you shouldn’t ask in job interviews
When interviewing job candidates we often resort to clichéd questions that elicit the wrong information or favour the wrong person. Try some more considered alternatives.
Bob Wootton: Complexity is no excuse for ignoring the failings of online media
Marketers are aware of persistent issues such as viewability and ad fraud in online media, yet they continue to pump money into these channels without safeguards in the belief they have no other option – they do.
Artificial intelligence, high street sales, travel sector: 5 killer stats to start your week
We arm marketers with all the numbers they need for the coming week.
Debenhams, Wetherspoons, Football Association: 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: Get a head start on the job hunt
If you’re thinking of changing job in the new year, it makes sense to get a headstart and think about potential prospects now.
2018 year in review: It’s been a bad year for…
The high street saw more failures and microtargeting came in for close scrutiny, while pressure grew on agencies, influencers and makers of sugary foods.
Vote for your favourite marketing campaign of 2018
Marketing Week has selected its top campaigns of 2018 and now it’s your chance to have a say on the best.
Unilever, Iceland, John Lewis: 5 things that mattered this week and why
From Keith Weed’s decision to retire from Unilever to Iceland topping the list of the best ‘Christmas’ campaigns and Formula E refreshing its brand ahead of the new season, catch up with all the major marketing news this week.
The benefits of taking control of the creative process
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The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
Understanding marketing intelligence
Brought to you by MiQ
Marketing intelligence is the information needed to drive business outcomes, elevating insights to fuel brand strategy rather than just using them to optimise tactics.
Watch on-demand: How to reach shoppers at key moments
Brought to you by MiQ
A host of technologies and tactical considerations are on marketers’ radars as they seek to help shoppers choose their brands over the competition, especially during key shopping periods such as Black Friday and Christmas.
How messaging bridges the chasm between brands and customers
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From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
Should brands have a voice on society’s big issues?
Sponsored by YouGov
New research from YouGov examines whether it’s riskier for brands to speak up on important social and political matters, or to stay silent.
Meet the Founding 50: The young marketers looking to solve the industry’s looming recruitment crisis
50 young marketers answered the call to become School of Marketing ambassadors, ready to spread the word about how fulfilling and dynamic a career in marketing can be. Here some of the 50 share their thoughts on what needs to change to get young people excited about marketing.
Keith Weed’s legacy and what Unilever needs to do next
As Unilever marketing boss Keith Weed steps down, what does this mean for the company and what legacy is he leaving behind?
Unilever marketing boss Keith Weed to retire after 35 years
As the FMCG giant’s top marketer, Weed has been a champion of sustainability, diversity and a better digital ad ecosystem for both the company and the industry as a whole.
Top tactics to maximise returns from Facebook ads
Sponsored by Productsup
Most marketers are missing out on the full potential of Facebook dynamic ads by failing to target the users most likely to buy.
Gambling companies deny agreement reached on live broadcast ad ban
Bet365, Betfred, Ladbrokes, Paddy Power and William Hill are among betting brands considering a ban on “whistle-to-whistle” gambling ads but no deal has yet been finalised.
How Monzo’s ‘radical transparency’ approach is disrupting banking
Monzo has just raised £20m in one of the biggest crowdfunding campaigns ever by a financial firm with its focus on innovation, product development and customer engagement fuelling growth as it looks to take on the big banks.
How the NHS overcame allegations of racism to drive black blood donors
NHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.
Mr & Mrs Smith’s Julian Diment on why it’s a ‘golden age’ for customer-focused marketers
Story of my CV: From his rapid rise starting out at Saatchi & Saatchi to becoming chief growth officer at Mr & Mrs Smith, Julian Diment has maintained his hard-working ethic but also followed the three passions in his life: food, film and family.