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Mark Ritson: Commercial TV’s decline is faster than we thought
Mark RitsonThere is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
How brands are cleaning up the ‘wild west’ of influencer marketing
Matthew ValentineAmid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
User testing: An introduction for marketers
Econsultancy TeamMaking a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
Meet the brand turning influencer marketing into charitable donations
Ellen HammettKindred believes it is the antidote to brands’s growing concerns about influencer fraud, with the social platform looking to become the largest corporate donor to charities within two years.
Marketoonist on gut feelings
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why Sainsbury’s is betting on convenience with new store format
Matthew ValentineGrocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
Embracing doubt helps you do things differently
Helen EdwardsIf you are wondering whether you have the confidence to make it in the marketing industry, remember to listen to in-vogue marketing mantra less and the consumer a bit more.
The role of visual design in creating authentic connections
Marketing Week PartnerVisual design is key to setting brands apart from the competition, and to maximise its effectiveness brands need to streamline how they manage visual assets.
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Does your advertising pass the ‘give peas a chance’ test?
Matt StockbridgeIf you have had success with a campaign it is tempting to over-analyse and post-rationalise. Don’t. Just move on and get some perspective.
Ad blocking, Instagram, CXOs: 5 killer stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
How Battersea Dogs & Cats Home put digital at the heart of its work
Molly FlemingBattersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Facebook, Co-op, Asda: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Durex on why its ‘sex positive’ rebrand is the most important work it will ever do
Molly FlemingDurex is creating a new brand purpose and visual identity to try to combat harmful stereotypes in porn.
Kraft Heinz to ‘disproportionately support’ flagship brands
Molly FlemingThe FMCG giant plans to slash agency fees and simplify innovation, while increasing media support for its biggest brands, as part of a three-stage turnaround strategy kicking off this year.
Why it is time for marketers to rethink confidence
Charlotte RogersConfidence in marketing may have taken a battering during a turbulent year of change and uncertainty, but now an opportunity is presenting itself to reframe the conversation around its importance.
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Does the rest of the C-suite have confidence in marketing?
Matt BarkerMarketers may have one view of their contribution to the business, but do analysts, CFOs and CEOs share the same opinion?
Marketing Week Explores: The need for marketing to reclaim its confidence
Marketing Week ReportersIn the latest edition of the Marketing Week Explores podcast, we discuss why now is the time for marketers to change the conversation around confidence and assert themselves among their C-suite peers.
How to speak the language of confidence
Matt BarkerAs a marketer, self-belief is king when it comes to projecting your message – but is the hallmark of true confidence the ability to inspire trust and the willingness to listen?
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Marketers have finally woken up to the power of women in sport
Charlotte RogersIt may have taken years to shift attitudes, but marketers are finally realising the power of putting female athletes on an equal footing with men.
Take great confidence from your ‘superpowers’
Russell ParsonsHaving the ability to be of value to customers, while assisting colleagues and the company in delivering profitable growth, is something marketers should be proud of.
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Logo fix or logo flex? Marketers should be more playful
Mark RitsonAs the NBA faces calls to update its logo with Kobe Bryant’s image, more marketers should consider being playful with their brand imagery rather than acting as the brand police.
Reports
From 
One of the big trends in advertising has been an appetite for increased control over programmatic
1. Introduction This report is aimed at providing guidance on setting up and running a highly effective programmatic campaign in the present climate. It is intended as an informational tool for advertisers who run their ads programmatically, as an audit guide for agencies that deliver the programmatic activity and as a best practice manual for […]
Marketers today face a radically different communication and product landscape.
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
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Marketing needs a culture of creativity
Andrew GeogheganMarketers need to deploy creativity against strategic opportunities, a broad audience and balancing long-term and sales-generating activity.
How Direct Line is proving the link between customer and commercial
Russell ParsonsDirect Line is linking customer outcomes with commercial uplift, finding a brand purpose in “peace of mind” and switching almost exclusively to brand building for its recent Churchill campaign.
Why chasing ROI could kill your business
Charlotte RogersReturn on investment is the metric of choice for many marketers looking to define the success, or failure, of their latest campaign. But what if a focus on short-term gains is jeopardising the potential for future growth?
Why design and marketing should become strategic partners
Matthew ValentineBrands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
Inside the launch of RBS’s mobile banking brand Bó
Sarah VizardRBS is hoping to take on digital banking upstarts such as Monzo and Starling with an app-only offering aimed at a younger, less financially savvy audience.
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Mark Ritson: Distinctiveness is marketers’ main challenge
Sarah VizardMarketing Week columnist and marketing professor Mark Ritson believes salience is the biggest part of a marketer’s job, but that most “don’t get it” and are, if anything, underplaying their distinctiveness and brand codes.
Asda’s outgoing marketing boss on effectiveness and being finance’s best friend
Ellen HammettIn his final interview as Asda’s chief customer officer, Andy Murray explains why being distinctive is more important than being different and how he became finance’s best friend.
3 questions I wish I’d asked as a junior marketer: Virgin Atlantic’s Claire Cronin
Molly FlemingVirgin Atlantic CMO Claire Cronin has enjoyed promotion after promotion, but despite her success she believes focusing less on company goals, and more on her own personal development, would have made a difference.
Meet the CMOs taking time out before securing their next role
Steve HemsleyA growing number of CMOs are leaving their roles without a new position to go to. What is their rationale?
Mini MBA in Marketing
Become the best marketer you can be. Next course starts 21 April 2020.
Top 100 marketers’ priorities in 2020
Michael BarnettMarketing Week asked members of our Top 100 marketers list for their views on which consumer and industry trends will set the marketing agenda in 2020.
Seven steps for sorting out your marketing measurement
Marketing Week PartnerMeasuring marketing effectiveness holistically requires an organisational commitment to building an analytics-driven culture, which is difficult to achieve but crucial to sustained commercial success.
Why you need a business plan, not a marketing plan
Marketing Week PartnerWe end our series on B2B marketing effectiveness with a look at why brands need to ensure all departments are working to the same set of objectives.
The five trends defining SEO and content marketing careers
Marketing Week PartnerAs 2019 draws to a close and we enter the 2020s, SEO and content marketing are booming. How can marketers take advantage to grow their careers and build effective teams?
