Cadbury is celebrating its birthday in the basement of the benefit ladder
Mark RitsonBrand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Marketers prioritise own data as ‘illusion of control’ from third-party cookies vanishes
Chris SutcliffeAfter many delays Google is finally transitioning users away from third-party cookies – but some brand marketers are still scrambling to keep up.
M&S credits decision to curb promotions in clothing and home for stronger festive sales
Josh StephensonM&S enjoyed a strong festive period bolstered by a rejuvenated clothing and home line and a growing uptake of its value food proposition.
Direct Line Group recruits Confused.com’s Sam Day as interim CMO
Niamh CarrollFormer Confused.com CMO Samuel Day will join Direct Line Group to lead its marketing function on an interim basis, as it prepares to welcome a new chief executive and enter “its next growth phase”.
‘Marketing DNA is in everybody’: The consumer focus behind SharkNinja’s rapid rise
Josh StephensonThe home appliances brand has undergone a period of rapid growth and is sticking to its beliefs of customer centricity and product innovation to keep it going.
Tesco hails ‘powerful combination’ of value and quality for ‘strong’ performance
Chris SutcliffeSupermarket chain Tesco has posted “strong” results for its third quarter and Christmas period, which it ascribes primarily to its focus on value.
Brands should care more about where their ads appear
Andrew TenzerMarketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
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.
How the global ad industry is evolving to meet data privacy expectations
Marketing Week PartnerMarketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
AB InBev CMO: Olympics partnership will ‘strengthen’ beer as a category
Niamh CarrollAs category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
AB InBev becomes first global beer partner of the Olympics
Niamh CarrollAB InBev becomes the first beer business to achieve top-level sponsorship of the Olympics, in a partnership that will be led by the non-alcoholic Corona Cero brand.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
Sainsbury’s credits price and product offer for Christmas gains
Chris SutcliffeThe supermarket has recorded strong Q3 performance driven by grocery volume sales increases – which it attributes to investment in value and own-brand ranges.
Post Office brand health plummets in wake of ITV drama
Molly InnesThe Post Office has taken a hit across key brand metrics including buzz and reputation.
Greggs CEO: ‘Popularity’ of brand has boosted sales as inflationary pricing is eased
Niamh CarrollGreggs achieved “strong” like-for-like sales in its final quarter of 2023, reporting more transactions as the impact of inflation-driven price increases wanes.
The Marketing Academy announces 2024 Fellows
Molly InnesMore than 20 marketing leaders from brands including PZ Cussons, Asos and Britvic have been selected for the programme, which is set up to help marketers transition into CEO and wider C-suite roles.
Five trends that will shape media in 2024
Michaela JeffersonFrom AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
‘We have to adapt and change’: How will marketers manage marcom spend in 2024?
Michaela JeffersonOptimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
The 2024 Agenda: Brands must be prepared to navigate the ‘culture wars’
Niamh CarrollBrands continue to have to navigate a hyper-polarised world in 2024, in which they can be inadvertently dragged into political and social debates.
How will 2024 shape up for junior and mid-level marketing recruitment?
Molly InnesDo marketers need to specialise at the beginning of their careers? What are the chances of promotion in 2024? Here’s what to expect for the job market in the next 12 months.
The 2024 Agenda: Marketers grapple with global AI regulation
Chris SutcliffeAs generative AI continues to gain pace, there has been much call for further regulation, which is expected to be introduced in 2024.
What coaching teaches us about businesses and people
Andrew GeogheganExecutive coaching can give business leaders new understanding of their teams, empowering them while also encouraging them to challenge themselves.
The AI-powered Google apocalypse is heading for your brand
Andrew HollandGoogle’s AI-powered search engine is currently an ‘unknown risk’ but because it is unknown marketers need to plan for the potential outcomes.
B2B marketers need to reclaim the breadth of the role, or risk sliding back to irrelevance
David van SchaickThe boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
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A quick guide to data-driven marketing
This quick guide offers an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
Recruiting for in-demand skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
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How to harness audiences’ attention in a fragmented media landscape
Marketing Week PartnerToday’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
Why ‘emotional loyalty’ is the new opportunity for brands
Marketing Week PartnerTrue emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
How eBay’s Love Island sponsorship changed the face of pre-loved fashion
Marketing Week PartnerConsumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.