KFC on entering the ‘next chapter’ of its brand journey to reach younger consumers
Niamh CarrollThe brand is launching its “biggest-ever” campaign with the goal of driving sales and reaffirming its status as an “iconic” UK brand.
‘A worrying trend’: Is the marketing effectiveness agenda stalling?
Charlotte RogersIn a business environment dominated by short-term pressures, restructured teams and squeezed budgets, have we passed peak effectiveness?
Ritson: Synthetic data is as good as real – next comes synthetic strategy
Mark RitsonAI customers can now deliver a 95% match to real survey results, which will ultimately feed a fully automated process of marketing strategy and execution.
Tesco CEO: Brand perceptions are up ‘across the board’
Niamh CarrollThe UK’s largest supermarket saw “strong” volume growth in its most recent quarter and is taking market share from both premium retailers and discounters, it said.
Election 2024: Everything marketers need to know about the manifestos
Ellen HammettAhead of the UK General Election next month, Marketing Week rounds up the key takeaways for marketers from the four main political party manifestos.
‘Awareness is critical’: Inside Cathay Pacific’s ‘always on’ brand push
Ellen HammettThe Asian airline is investing in marketing again as part of its longer-term mission to boost awareness and consideration post-Covid.
Guinness becomes official beer of the Premier League
Niamh CarrollLong associated with rugby via its Six Nations tie-up, Guinness has inked its first global partnership in football.
Les Binet: Avoid pushing brand and performance at the same time
Niamh CarrollBoth brand building and performance advertising are vital for growth, but it’s a mistake to try to do two jobs at once, argues effectiveness expert Les Binet.
Four ways to find out where your customers are coming from
Marketing Week PartnerUsing effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
Three ramps up ‘single-minded pursuit’ of brand strategy
Matthew ValentineConsistent use of a “red thread” of brand identity is bearing fruit for the brand, says director of marketing Aislinn O’Connor.
The effectiveness agenda and brand loyalty: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the marketing effectiveness agenda stalling to marketers overestimating their chances of achieving brand loyalty, it’s been a busy week. Here is my take.
Football’s link to domestic violence highlighted in Euros campaign
Matthew ValentineAhead of the launch of the Euros this evening, ‘No More Injury Time’ from the National Centre for Domestic Violence and Solace, aims to draw attention to the 38% rise in abuse when the England men’s football team loses a tournament.
Focus on marketing effectiveness in decline, study shows
Matthew ValentineExclusive Marketing Week data finds fewer marketers feel more attention is being paid to proving the effectiveness of their work.
Starling Bank: Focus on customer experiences is delivering profitable growth
Niamh CarrollStarling’s focus on delivering “great experiences” to its customers is setting it apart from rivals, says interim CEO John Mountain.
’15 million unknown customers’: How Travelex invested in data to transform its business
Grace GollaschTravelex’s digital transformation has seen the foreign exchange brand try to bridge the gap between traditional cash bureaus and neo-banking.
Bloom & Wild on the ‘unintended consequences’ of opt-out emails
Josh StephensonDespite being the pioneer of the opt-out email around sensitive occasions, Bloom & Wild will no longer do so after hearing overwhelming feedback from its customers.
Young people invited to ‘co-create the future of marketing’
Charlotte RogersA new alliance aims to connect under-represented young people with career opportunities in the marketing industry.
Paddy Power’s owner on why effectiveness is as much about making gambling safer as it is delivering business results
Molly InnesParent company Flutter Entertainment wants to put safer gambling at the core of its business, claims marketing boss Gareth Maritz, as the firm kicks off a transformation agenda.
‘Still horrible’: Marketing recruiters and jobseekers on the current state of the market
Molly InnesRecruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Should marketers signal they’re out of work on LinkedIn?
Molly InnesDebate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
‘A blessing in disguise’: Marketers on reframing redundancy
Ian BurrellInstead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
What is AI’s role in marketing recruitment?
Molly InnesImplementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
The internet will soon need warnings for AI-generated content
Mark RitsonAI’s strength is automating high-volume, short-term marketing activity, which means social media could become a cesspool of synthetic content.
Think of your media mix like ‘Moneyball’ if you want to find success
Grace KiteMarketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
Are marketers facing a clarity crisis?
Abigail DixonFrom misaligned activation and wasted resources, to demotivated teams, operating with a lack of clarity has major ramifications for marketers.
The summer of sport - Euros 2024
Creative campaigns and exclusive insights from across the agency landscape.
‘We’ll never think we know everything’: Mars on building its effectiveness culture
Niamh CarrollMars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Only people can give the gift of effectiveness
Grace KiteHaving the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Why it’s time to move beyond lead generation as a measure of effectiveness in B2B marketing
Niamh CarrollB2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
What can be done to solve marketing’s problem with work overload?
Josh StephensonSolving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Are we witnessing the end of the CMO? No, and stop asking
Mark RitsonMarketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
‘Credibility in the boardroom is critical’: CMOs on the future of marketing leadership
Molly InnesFive top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
How can brands drive growth in 2024?
Niamh CarrollHigh levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
McDonald’s: Loyalty scheme will enable ‘even smarter’ pricing
Niamh CarrollMaintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Welcome to IMGFUCK: Seven steps to kicking your price-promotion addiction
Mark RitsonEscaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
The red-flag signs it’s time to rethink your marketing technology
Marketing Week PartnerIf engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
How virtual production is changing the way ads are made
Marketing Week PartnerVirtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.