Marketers at publicly listed companies have to bring investors onside if they’re to justify long-term spending plans, a feat achieved through better communication of strategy, growth and the value of brand.
The high street retailer is introducing an advertising offering for brands, spanning campaign planning, creative development and measurement, a move CMO Pete Markey describes as “central” to the Boots marketing strategy.
The John Lewis Partnership has reported strong results from its scheme to bring the John Lewis and Waitrose brands closer together, as well as from the launch of its value Anyday range.
Marketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From revealing the Top 100 most effective marketers to gaining lessons from brands undergoing an IPO, it’s been a busy week. Here is my take.
Uswitch’s marketers explain how the comparison brand stays ahead of rivals, diving into its paid search automation journey and its shift from a channel-focused to a customer-focused approach to marketing.
Forget worshipping at the altar of revenue. Marketers who take a leaf out of Tom Kerridge’s book and embrace pricing power will find the surest route to profitability.
Marketing leaders have been tested by Covid-19 in ways they could never have imagined, but an ability to deal with ambiguity, show empathy and understand their personal ‘why’ means they continue to thrive.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
Marketing Week reveals the top 10 marketers in media and telecoms, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing Week reveals the top 10 marketers in general retail, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Viewing sustainability as a ‘key component’ of the brand, Nestlé global CMO Aude Gandon believes wider issues like climate change and social justice can be addressed on both a global and local level.
After an intense 18 months for the business world, Marketing Week will celebrate the tireless work of marketers with the return of the in-person Masters Awards ceremony in October.
As IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
The latest C&E Corporate-NGO Partnerships Barometer suggests relationships between brands and not-for-profits are entering an exciting phase, although charities may have some catching up to do.
Marketing Week reveals the top 10 FMCG marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
For all Amazon’s innovation and invention, it is the world’s most valuable brand principally because its founder Jeff Bezos got to know his customers.
To become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
In the latest episode of Marketing Week’s podcast series, Abi Comber discusses her journey from Boohoo’s £55m acquisition of Debenhams to her new role at the heart of Covid testing.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
Channel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
Marketers should focus on encoding their brand into the minds of customers – not trying to build relationships with them.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
With its award-winning products and innovative ideas, Elvie continues to enjoy great success. As CMO Aoife Nally explains, that startup spirit of invention remains as strong as ever.
Despite posting a loss of of €190m, Just Eat’s marketing investment and Euro 2020 campaign has seen the brand improve its awareness, loyalty and order numbers.
B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Pfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
On a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
We explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.