The Fifty Shades of Grey actor will star in an ad revealing his passion for cold water swimming next month, as the brand continues to encourage consumers to enjoy a break with Diet Coke.
Faced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
The retailer made £100m of price cuts on more than 300 products over the past three months, as it preps an £800m nationwide expansion.
Mental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
John Lewis has made its biggest-ever investment in marketing as it seeks to redress value perceptions about the brand, and relaunches its ‘Never Knowingly Undersold’ promise.
Aperol has quintupled in growth over the past decade, but the brand is not looking to innovate into new flavours or cocktails, instead choosing to go all-in on delivering its “perfect serve” to consumers.
From the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
There has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
Derek Morrison, MD Retail Marketplace at UNiDAYS, explains how businesses can tap into Gen Z’s key shopping moments in the coming months.
DTC cleaning brand Purdy & Figg is on a mission to drive growth in a new category by “reimagining” the cleaning experience.
We arm you with all the numbers you need to tackle the week ahead.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Dentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
An investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.
After retiring the price matching promise two years ago, John Lewis is bringing it back in a new format, now making it available in-store and online to reflect “how customers shop today”.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
The advent of AI search is going to cause headaches for Google – and change the balance of power from performance marketing back to brand.
The political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
In an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High 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.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.