As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.
BT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
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 celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
A firm believer that creativity can be taught, Cleese also notes that the people in charge of companies seldom understand the process.
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
Understanding cultural differences through research has made Givaudan Active Beauty’s international expansion faster, easier and more impactful.
Plans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
Coca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.
With Christmas only two months away, confidence in personal finances, the wider economy and major purchase intention have all taken a “worrying” slip.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Nathalie Nahai.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).
The NHS had to act quickly last year after realising people with life threatening conditions such as heart attack and stroke were not going to hospital because of Covid, and marketing played a key role.
Boots’ CFO Michael Snape and CMO Pete Markey agree strong relationships between marketing and finance are built on relentless communication, data and understanding how marketing fits into the broader agenda.
A measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.
While some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
To avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
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.
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.
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.