Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Mastercard’s Raja Rajamannar set up a risk management function within marketing three years ago, which has enabled the business to better cope with the fallout of the pandemic.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.
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 mitigating the impact of Covid on your career to Virgin’s updated loyalty offer, it’s been a busy week. Here’s my take.
Marketers should worry less about their carefully crafted brand image and take more risks because, as brands such as Porsche, Volvo and Ben & Jerry’s show, consumers don’t care about what they stand for.
Mark Ritson, Helen Edwards and CMOs from Nationwide and KFC confirmed for a new March event called The Bottom Line that will deliver insight into what marketers should spend their time and money on.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Covid-19 may have delayed the rollout of the Virgin Group’s new loyalty scheme, but Virgin Red CMO Kelly Best is a firm believer that staying agile is more important than waiting for the ‘perfect moment’ to launch.
Ralph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
After a year like no other, how will consumers behave in 2021? Marketing Week spoke to a selection of Top 100 marketers to see how they are planning for the coming months.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Learn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
Agile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
Uber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
From building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
As we approach 2021, Marketing Week has identified the key opportunities and challenges that will shape marketers’ working world. In the third instalment we look at the need to refine agile frameworks and stepping outside your bubble.
The importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.
You’re a talented, out-of-work marketer but every job ad seems to buy into the worst digital claptrap, so what do you do? Pretend you do too.
Many organisations’ efforts at diversity and inclusion are short-lived and tokenistic – driving real change requires recruiting to reflect society and tolerating no harassment.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Covid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
With the coronavirus crisis causing marketers to pull back even further on market research expenditure, how can the sector rebound and stay relevant?
In a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
Pizza Hut believes a focus on attribution and ROI can help to make its marketing more effective as it shifts to digital.
Marketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.
Brands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
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In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Agile working offers marketers the freedom to get things done at speed, but starting small and learning to pace yourself is key.
The Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
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.
