From upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
Morrisons’ Christmas ad is the second most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.5. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Describing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
Unilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
While ecommerce has grown in importance for shoe retailer Aldo since the pandemic, physical stores remain critical. One way the retailer is bridging the gap is through the introduction of “omni-associates”.
After all the disruption of the last year, major retailers are doubling down on advertising this Christmas. But with stock and price challenges still in play, the real focus should be on what’s coming around the corner.
Welcome to the Marketing Week Christmas blog! A chance for the team to cram all the latest festive advertising news into one place.
For 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
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 the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
With a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
One of the 10 Technologists named in the 2021 CX50 list, BHF’s chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.
Accelerated by lockdown and spanning everything from meal kits to grocery deliveries, the convenience revolution shows no signs of slowing down.
Boasting a growing loyalty membership and subscription base, Pets at Home is investing significantly in personalisation in a bid to boost its marketing effectiveness.
While the pandemic-driven caution of travellers hasn’t entirely disappeared, there’s renewed hope for travel brands that holidays are back on the agenda in 2022.
While YouGov’s BrandIndex data shows BrewDog has taken a significant hit to several brand health scores after claims of a toxic culture emerged, the long-term legacy of the revelations could be to its reputation as an employer brand rather than to sales.
After a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.
From the level of redundancy and furlough, to changes in teams structures and corporate values being put to the test, the 2021 Marketing Week Career and Salary Survey reveals the impact of the coronavirus crisis.
From PepsiCo creating a dedicated graduate programme for marketers to P&G increasing the diversity of its candidates via virtual assessment centres, brands have defied the odds to ensure they continue recruiting fresh talent.
Newly leaked documents suggest Amazon has begun a concerted push to become a grocery retailer on the British high street. Our columnist looks at why it will eventually triumph, and why this new move is a big part of the omnichannel revolution.
It’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
If brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
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.
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.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
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.
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.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
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.
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Marketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
