WhatsApp looks to calm privacy fears with first international campaign
Manny PhamWhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
April’s most effective ad revealed: Walkers ‘CrispIN or CrispOUT’
Michaela JeffersonWalkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
Marketing Academy reveals the CMOs chosen to become its 2021 Fellows
Michaela JeffersonMore than 20 CMOs and senior marketers have been selected to join the EMEA Fellowship Programme, which aims to prepare marketing leaders for the transition into CEO or similar roles.
Ritson on the 10 traits of a successful marketer
Matthew ValentineMarketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Personalisation in ecommerce: A beginner’s guide
Econsultancy TeamFrom the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
Just Eat’s CMO: Remove yourself from the bubble – you are not the customer
Manny PhamJust Eat’s CMO Susan O’Brien says marketers must connect with consumers on a daily basis and continually remind themselves that they are not the customer.
Wickes CMO Gary Kibble on the virtues of a ‘no regrets mentality’
Matt BarkerA retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
How ‘data disconnection’ costs brands billions in growth every year
Marketing Week PartnerA breakthrough study by M&C Saatchi Fluency has identified £60bn in lost growth since 2016, as brands struggle to build crucial connections with audiences.
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
JD Sports, Huawei, BT: 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.
Getting back to basics and being customer centric: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
How to drive brand loyalty among the younger generations
Andrew BusbyBrands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
Why Covid has made innovation ‘even more critical’
Charlotte RogersWhile on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Weetabix: ‘Brave work comes through creating an environment where it doesn’t feel brave’
Michaela JeffersonHead of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Meet the brands going on the offensive to chase growth
Matt BarkerThinking differently may feel a little like a leap into the unknown at the moment, but having the confidence to take a chance is all part of a marketer’s make-up.
Industry leaders on future trends and the skills marketers will need to thrive
Marketing Week ReportersAs the Festival of Marketing’s ‘Fast Forward’ conference draws near, speakers including Helen Edwards, Rory Sutherland and Just Eat CMO Susan O’Brien, explain how marketers should prepare themselves and their brands for the future.
Understanding the ‘art and science’ of share of search
Charlotte RogersA measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
Three predictions for marketing analytics
Grace KiteThe 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.
It’s good to offer consumers choice, but not too much
Richard ShottonPeople value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
How to survive the menopause at work
Helen NormoyleThe menopause affects 50% of the population yet businesses have not been as supportive as they should to women, which needs to change.
We’re being seduced by engaging platforms, but it’s a complete non-starter as a strategy
Secret MarketerThe difference between good strategy and poor strategy is immense. As part of a new series, our undercover marketer explains why it’s better to take longer, shoot for the stars and slip a bit than to aim for mediocracy and achieve it.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
How has the pandemic changed brands’ view of ROI?
Charlotte RogersWhile some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
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.
Inside Nationwide’s award-winning campaign to shift consumer attitudes around saving
Marketing Week ReportersLearn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
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 ReportersAmong the names deciding who should be on this year’s Top 100 are Mark Ritson, The Marketing Academy CEO Sherilyn Shackell and former marketing director at The Guardian, Sonia Sudhakar.
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.