Lend me your ears: Why marketers are opting for sound over vision
Matt BarkerIn an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
Can brands help football heal after European Super League debacle?
Matt BarkerThe collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
P&G says innovation has allowed it to adapt well to consumers’ ‘heightened needs’
Manny PhamProcter & Gamble saw a 5% revenue increase and credits this to “doubling down” on marketing and innovation over the past year.
Coca-Cola promotes from within for new UK marketing director
Manny PhamLouise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
Diageo’s global media director: Marketers must keep ‘laser focus’ on digital brand safety
Michaela JeffersonThe Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
Expedia rebrands to ‘aggressively and deeply’ support travellers post-Covid
Michaela JeffersonWith the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
Tesco beats supermarket rivals to gain biggest Covid brand health boost
Michaela JeffersonTesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
Adidas on why ‘rebellious optimism’ is more needed than ever
Charlotte RogersIn the context of Covid and the wider change happening in the world over the past 12 months, Adidas’s head of global marketing believes the ‘Impossible Is Nothing’ message is even more critical as it shares untold stories of sports culture.
Why brands like Diageo are moving from keywords to answers to deepen customer relationships
Marketing Week PartnerBrands need to progress from search keyword strategies to answering real-life questions, and in so doing will increase consumer engagement and insight.
Marketing ‘lags’ corporate progress on sustainability
Michaela JeffersonMarketers are less advanced on sustainability than their businesses as a whole, so with the backing of brands including Diageo, Mastercard, Tesco and Unilever, the WFA has launched Planet Pledge to help bridge the gap.
Marketers must do more to end toxic masculinity
Tanya JosephSarah Everard was a marketer like us, and we can honour her memory through work and workplaces that exclude violence from the definition of masculinity.
Marketoonist on customer experience
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Coca-Cola to hold marketing spend in countries with slow vaccine rollout
Manny PhamThe beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
European Super League will need to convince brands of its authenticity
Matt BarkerThe proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
Personalisation, hiring, retail sales: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
How brands can tackle the growing sophistication of ad fraud
Marketing Week PartnerAdvertisers’ desire for low-cost impressions puts them at risk of buying fraudulent inventory, but they can protect their investments by partnering with platforms using advanced anti-fraud measures.
European Super League, Netflix, Amazon: 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.
Salary Survey 2021: Addressing the career consequences of Covid
Charlotte RogersAs exclusive Marketing Week data reveals one in 10 marketers have been let go over the past 12 months, many in the industry are shaking off the stigma of redundancy and proving they can thrive amid the career carnage of Covid.
Want to know what you’re worth? Marketing pay in 2021 revealed
Marketing Week ReportersFrom the best paid sectors to the salaries marketers can expect to earn as they climb the career ladder, Marketing Week’s Career and Salary Survey examines the state of pay in 2021.
Female marketers suffer pay gap blow as Covid hits careers
Charlotte RogersThe twin challenges of Covid-19 and an entrenched gender pay gap are harming the ability of female marketers to earn at an equal level to their male peers, at the same time as exclusive Marketing Week data reveals the salary gap widening the more senior they become.
Salary Survey 2021: Brand values and diversity commitments tested by the crisis
Matthew ValentineAmid the career disruption of the past 12 months, marketers are looking for their companies to prioritise diversity and inclusion, invest in brand values and commit to transparent internal communication.
The pandemic has forced brands to shift from insight to intelligence
Andrew GeogheganCovid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
VW’s ‘Voltswagen’ stunt shows marketing effectiveness in action
Colin LewisJournalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
Context is king: Why brands are rethinking their KPIs
Matthew ValentineThe three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.
Helen Edwards on why marketers must ‘act beyond the metric’
Lucy TesserasWhen analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
Aviva relaunch looks to ‘weaponise’ the brand’s emotional power
Matt BarkerAs Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Why Ladbrokes Coral wants to move ‘beyond just the bet’
Charlotte RogersThe pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
From smartphones to security: BlackBerry on the brand challenge of switching categories
Manny PhamBlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola revamps entire range as it sticks by unified pack strategy
Manny PhamCoca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Marketers need to reframe their view of design
Andrew BarracloughCocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
‘Consumers want to know the brand behind the brands’: Reckitt on its new identity
Michaela JeffersonRB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport 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.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.