Attracted by the chance to tackle a “thorny consumer issue”, former DFS CMO Toni Wood has swapped sofas for the startup world as she looks to inject some brand building expertise into ecommerce site Ufurnish.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
This week it is my turn to offer a view on our key stories and what they mean for you and the industry. From going beyond the hype to analyse the potential for ‘share of search’, to lessons on keeping strategy alive, it’s been a busy week on marketingweek.com. Here is my take.
In the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.
Restricting US sales will only strengthen the neo-fascists’ bond with the shirts they use as a uniform. The brand needs a big ad campaign to show it stands for the opposite ideology.
Part of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond.
Launched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
Creative excellence is central to developing transformative customer experiences, and energy brand SSE found freeing creative teams from the burden of administration meant they could direct their energy into high-value areas.
Skipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
From Burger King’s CMO dishing out a lesson in creativity to Patagonia challenging consumers to stand up to climate change deniers, catch up on this week’s biggest marketing news.
Uber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
UK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
In the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan, discusses the importance of authentic leadership, building a super-talented team and gaining influence in the fashion industry and beyond.
Burger King’s Fernando Machado urges marketers to “hit a nerve” in order to cut through the clutter of advertising.
Recreations of iconic ads for Heineken, Oxo and Cadbury were among the winners in a challenge that raised £18,000 for The Marketing Academy Foundation.
Creating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
The Covid-19 pandemic has exposed the frailties of behavioural science and shown marketers are underestimating the significance of signs when it comes to understanding customer behaviour, Edwards argues.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Professor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
Although its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
Armed with a new perspective on accountability, marketers have an opportunity to be more innovative, get more done faster and help create a healthier industry.
Normality is an illusion – consumer behaviour is always in flux and the marketer’s challenge is to assess which trends are worth anticipating and acting on.
1. Introduction Due to the Covid-19 outbreak, an increasing number of organisations are ordering their workforces to work from home for the foreseeable future, meaning many businesses and teams are facing new and unprecedented challenges. Econsultancy has created this Best Practice Guide to provide marketers with the essential techniques to empower successful and powerful remote […]
1. Introduction Little more than a month ago, it seemed as though the effects of the coronavirus, while severe, would be temporary, with the worst of the impact experienced by those living in China and the surrounding countries. Now, we all know just how erroneous that assumption was. It’s not an exaggeration to say the […]
Marketing director of GSK Consumer Healthcare, Craig Percival, wants his team to capitalise on the Covid-19 fuelled trend for “self-care” in a bid to empower consumers, drive brand growth and divert pressure away from the NHS.
John Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
Modelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
A thirst for new experiences has inspired Danielle Atkins to travel the world from Russia to Saudi Arabia via brands such as Beats by Dre and Kodak. Now as CMO of the Diriyah Gate Development, she believes she has uncovered the “challenge of a lifetime”.
From finding the right work/life balance to seeing the positive impact marketing can have beyond driving business growth, there are some questions Raja Rajamannar wishes he had asked earlier in his career.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.
The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.