Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘We’ve fixed the basics, let’s shape the business’: M&S on its transformation
Michaela JeffersonM&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
SMEs on reaching the brand building ‘tipping point’
Matthew ValentineBy working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Socio-economic diversity is the tide that floats many boats
Daryl FieldingAddressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
How a Lurpak YouTube ad ranked among the most effective in March
Michaela JeffersonLurpak’s sizzling spot has many of the characteristics that “underpin” creative effective video in a YouTube context, according to the latest The Works study.
‘A rocket ship ride’: Microsoft’s CMO on 30 years at the brand
Molly InnesHaving spent around half of his three decades at the tech giant in marketing, Capossela believes his breadth of experience – including a role as speech assistant to Bill Gates – has helped him succeed.
Superdrug freezes more prices to combat rising cost of living
Lucy TesserasThe health and beauty retailer is also launching a campaign with poverty campaigner Jack Monroe to offer customers tips to help keep costs down as hygiene poverty is rising at an “alarming rate”.
What makes for effective marketing and how to measure it?
Lucy TesserasTop marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
Why even TV advertisers need a new approach to digital identity
Donatas NemuraEven though ad targeting on connected TVs doesn’t use cookies, it will still be affected by the wider push towards privacy by default.
Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
Marketoonist on the false choice between brand and performance
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
A guide to risk versus reward for brands on social
Harry LangWith Duolingo the latest brand under fire for a social gaff, how can brands allow their social media teams the freedom to entertain without risking a PR disaster?
PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Why greenwashing should never wash with brands, or their agencies
Marketing Week PartnerBrands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
Twitter, Morrisons, Dishoom: 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.
Why advertising will never die
Tom RoachAdvertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Smash the ‘class ceiling’: Can marketing become a meritocracy?
Matthew ValentineWith Marketing Week research revealing a socio-economic pay gap of 19.1% and the representation of working-class people in the creative industries going backwards, is it time marketing addressed its “class crisis”?
Marketers, put widening accessibility top of your to do list
Russell ParsonsMarketing Week’s Opening Up campaign is calling on the industry to put widening access to marketing careers top of the agenda. Recruiting differently to attract under represented groups into marketing will benefit the industry and your brand.
A marketer’s socio-economic background dictates their earning potential, study finds
Charlotte RogersThe statistics suggest marketers from working-class backgrounds are less likely to be in senior roles or earn as much as their peers from upper-class backgrounds.
Meet the brands prioritising social mobility
Charlotte RogersBy rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
To nurture marketing’s future, champion others
Ritchie MehtaWant diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
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Understanding of the fundamentals of good storytelling
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
The benefits and opportunities for brands in B2B social selling
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
What to consider when developing a social media strategy
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s ‘eye-catching’ recipe crowned most effective ad of February
Michaela JeffersonSainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
In-housing: The solution to an industry skills gap?
Molly InnesWith research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Can marketing ever be a ‘green’ job?
Matthew ValentineWtih 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
M&S and Unilever address marketing’s lack of socio-economic diversity
Charlotte RogersOn a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
