Fintech 2.0: Meet the brands democratising payments and investments
The rise of digital banking and persistent fears post-financial crisis have opened the door for a host of new brands shaking up the world of payments and investments.
Three brands, three strategies: Will any put the fizz back into lager sales?
As the lager market continues to struggle, Foster’s, Carlsberg and Carling are each taking a different approach to boost sales and save the category.
Ellen Hammett: Marlboro offering ex-smokers cheap life insurance leaves a bad taste
Tobacco giant Philip Morris is on a mission to get people to stop smoking, but selling life insurance to ex-smokers feels a bit like KFC opening a refuge for factory farmed chickens.
The news rules of segmentation: Demographics in decline and rethinking tired stereotypes
Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.
Coca-Cola preps launch of ready-to-drink Costa product
Coca-Cola’s CEO James Quincey said “blurring category lines” is allowing the company to innovate in different areas.
Mark Ritson: Will Carlsberg’s brave new strategy succeed? Probably
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
P&G sees growth opportunities in grooming market despite poor results
Organic sales of grooming products were down 1% in its third quarter results, marking another tough period for the category, but the world’s largest advertiser believes all is still to play for.
Ben Davis: Personalisation is not the end-game of marketing
Brands must avoid getting carried away with personalisation because while it can help improve the customer experience it isn’t the be all and end all it is often billed as.
How ‘flexitarianism’ is transforming consumers’ eating habits
Sponsored by YouGov
Attitudes towards meat eating are changing consumers’ dietary habits, with consumers making more conscious choices, according to new research by YouGov.
Showcase your successes at the Marketing Week Masters Awards. Deadline: 3 May
Colin Lewis: Could a computer write a prize-winning ad campaign?
There is potential for artificial intelligence to be used in advertising – particularly copywriting – as it has a very definite pattern and structure, but AI-created ads are unlikely to win any awards for creativity just yet.
Marketoonist on the creative brief
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Try This: Don’t recruit yourself
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Marketing budgets, retail sales, women in C-suite: 5 killer stats to start your week
We arm marketers with all the numbers they need to tackle the week ahead.
Sainsbury’s, Asda, Facebook: 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: Research your next business venture
Getting started with a business is easier today than it has ever been and the commute can be an ideal time to do the groundwork for a new venture.
‘We didn’t want to repaint things’: Shell Energy on rebranding First Utility
Shell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
Carlsberg, demographics, WaterWipes: 5 things that mattered this week and why
It’s been a short week as we gear up for the long Easter weekend so catch up on anything you might have missed in the marketing world this week.
Ribena pins hopes on heritage to ‘future proof’ the brand
The 81-year-old juice brand is repositioning to focus on its heritage and appeal to an older audience as it looks to fight falling sales.
‘People don’t like being pigeon-holed’: How Beano Studios targets kids and their parents
Through the ‘Beano Brain’, the media business analyses segments of kids and parents, and the ways they intersect with each other, in order to target them both effectively.
‘Tastes like stale breadsticks’: Carlsberg’s ‘disruptive’ Twitter campaign tackles criticism of its beer head on
Carlsberg kicks off marketing activity for its rebrewed namesake lager with a social campaign that sees staff react to the ‘colourful’ things Twitter users have said about the brand.
How brands are working to boost Brits’ appetite for ‘local’ as Brexit looms
Brits are less loyal to local produce than other nations, but Brexit could change that as import costs push foreign food prices up, giving brands a reason to promote Britishness at home.
Marketing budgets make surprise return to growth
Marketers increased marketing spend in the first quarter as they look to protect their brands amid rising uncertainty, but the growth is not expected to last.
Marketers taking ‘more cautious’ approach to hiring
The proportion of marketers expecting to hire over the next three months has fallen to a two-and-a-half-year low as political and economic uncertainty put the brakes on recruitment.
How call tracking helps brands understand customer conversations
Brought to you by Infinity
Download this guide to implementing call tracking, a crucial step in measuring the true sentiment of your customer conversations.
Measuring PR’s impact: The framework for digital PR
Brought to you by Cision
This new ebook from Cision explores the best metrics to use to measure the effectiveness of your PR activity.
Is the future of food flexitarian?
Brought to you by YouGov
YouGov’s latest report analyses Brits’ dietary habits and attitudes to meat consumption, examining the growing trend of ‘flexitarianism’.
Untangling attribution’s web of confusion
Brought to you by Nielsen
Advertisers, analysts, agencies and vendors can’t seem to agree on a common understanding of marketing attribution. Cut through the hype and learn the differences between key measurement approaches.
An FMCG marketer’s guide to creating more sales
Brought to you by Bynder
A close look at the role of marketing technology in powering FMCG brands’ digital marketing.
An ecommerce automation checklist for marketers
Brought to you by Shopify
What marketers need to know to reduce the complexity of ecommerce automation and use it to create an outstanding customer experience.
Data Trends Report 2019: Are you on board with the customer journey?
Brought to you by Apteco
This new report offers in-depth insights into the concerns of data and marketing professionals in 2019.
Lessons on AI from the leading brands in the field
Brought to you by Quantcast
Brands are at vastly different stages in their adoption of AI, but those leading in this arena are already seeing tangible business results.
Speed, agility and engagement: How to solve the content conundrum
Brought to you by Shutterstock
Marketing Week and Creative Review, in partnership with Shutterstock, present a roundtable debate on how to deliver content at speed and scale, alongside case studies of three brands that transformed their approach to creative imagery.
Creating resonant integrated campaigns through earned media management
Brought to you by Cision
Digitisation has broken down silos separating PR and comms, marketing and advertising, allowing effective campaigns using paid, owned and earned media.
What consumers think about influencer marketing
Brought to you by Influencer Intelligence
The way young people perceive digital influence is critical to the future of influencer marketing, with 61% of millennials claiming they have been influenced by a social media content creator.
A complete guide to using Google Ads with your channel partners
Brought to you by TIE Kinetix
Resellers don’t choose not to adopt digital marketing but they do struggle to do it on their own, meaning your channel partners may need your help to embrace it.
Five game-changing facts that prove the value of multi-touch attribution
Brought to you by Nielsen
Join this webinar to find out how marketers can better understand customer behaviour and optimise spend on the best-performing tactics.
Are terms like ‘millennial’ actually useful?
Terms like millennial, Gen Z and Gen X are frequently bandied about, but are these demographic groupings actually meaningful to marketers?
Marketoonist on smart speakers and voice-driven AI
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Try This: Thrive in a matrix organisation
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
WaterWipes tackles ‘myths’ around parenthood in first global campaign
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
Tanya Joseph: Staff should be key brand champions
Brands should encourage their staff to act as ambassadors for their business – in fact, they should be considered a key communications channel.
Why behaviour beats demographics when it comes to segmentation
Exclusive Marketing Week research shows marketers are shifting away from classic demographics to find more nuanced ways to segment consumers based on their behaviour, personal interests and life stage.
Ad blocking, retail sales, ad saturation: 5 killer stats to start your week
We arm you with all the stats you’ll need for the week ahead.
How AI is driving effective personalisation at scale
Brought to you by Selligent Marketing Cloud
Marketers must keep pace with consumer behaviour, which means artificial intelligence is crucial for providing the personalised experiences required.
Carlsberg admits it probably isn’t the best beer in the world as it overhauls the brand and the brew
Carlsberg is tackling accusations of poor taste head on with a new campaign, admitting it got “preoccupied with being the biggest rather than the best”.
Pepsico, Unilever, Netflix: 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.
‘Ad land’s obsession with youth will come at a cost’
Discrimination against experienced older employees in ad land leads to missed opportunities and lost revenue. It’s high time the industry adopts a more mature approach.
Hack your commute: Commute to the continent
As marketers increasingly view flexible working as an important part of an employer’s offer, try taking the opportunity to use a one-off commute to get some much needed downtime.
Three critical factors for accurate digital measurement
Sponsored by Nielsen
Marketers need a measurement approach that delivers insights at the same speed as they make decisions.
P&G puts Facebook and Google on notice: ‘Too much time is spent fixing problems rather than delighting customers’
P&G’s brand boss Marc Pritchard believes the digital media industry needs to move beyond “endless retrofitting and clean-up” to instead create a “new media supply chain” focused on quality, civility, transparency, privacy and control.
How Deliveroo’s EU marketing lead flipped a career crisis on its head
Having a strong sense of her personal brand and where she adds value helped Deliveroo EU marketing lead, Alice ter Haar, ride out one of the biggest challenges of her career.
The benefits of taking control of the creative process
Advertisement feature
The typical marketing agency business model has had to change because the customer journey increasingly starts on mobile and ends up on ecommerce.
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
Sponsored content
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.
Asos, Halifax, Lush: 5 things that mattered this week and why
Catch up on all the marketing news from the past week including Lush’s decision to shut its social media accounts in the UK, Foster’s bringing back ‘Good call’ and Halifax revamping its brand to see of the fintech upstarts.
Diageo wants to make lower calorie alcohol ‘interesting’ with premium flavoured spirits
Diageo is positioning Ketel One Botanical as a new category in the spirits market that appeals to “mindful” drinkers who still want premium cocktails.
Helen Edwards: It’s midlife consumers who most need brands’ love
Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both.
How improv helped TSB’s CMO be ‘creative under pressure’ at work
TSB CMO Pete Markey has stepped outside his comfort zone by taking up improvised comedy, which has helped him exercise his creative muscle, become a better team leader and improve his mental health.
‘Short-term targets create perverse incentives that hurt businesses’
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Hanson.
How the British Army’s ‘Snowflake’ ads led to a ‘shift in perceptions and attitudes’
The British Army has seen application and recruitment numbers peak since the campaign launch but of equal value is a shift in perceptions of the appeal of a career in the army.
‘Sponsorship isn’t just for the big boys and girls’: Hays on extending its Man City tie-up
The recruitment firm might seem like an odd choice of Premier League team sponsor but Hays says smaller firms shouldn’t be put off by the price tag and think about how they can drive engagement, not just awareness.
Mark Ritson: Accept it, people hate ads – yes, all of them
Marketers delude themselves into believing consumers like ads, but by accepting they don’t you’ll better understand how to make an effective one.