From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.
The Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
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 measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
Being mid-way through a career is no impediment to furthering your education, adding to your career potential and creating value for your organisation with an online Master’s.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Despite the explosion in digital content consumption and associated data, it’s becoming harder to measure campaign performance across channels in the digital age. Marketers need to compensate by combining data sets and reskilling themselves in techniques such as copy testing.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
More than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
As third-party cookies are phased out and the threat from ecommerce giants intensifies, retailers in search of new revenue streams are realising the potential of the data in their loyatly schemes.
The question of remote working is nuanced, with evidence for and against, and unique reasons why particular companies and individuals could benefit or suffer. We should acknowledge there’s no one-size-fits-all answer.
Once accused of killing off traditional stores, online retailers are ramping up their focus on physical retail as the worlds of online and offline merge post-lockdown.
A 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.
In new research by the effectiveness expert, well-executed brand purpose cases are found to drive a higher number of large business and brand effects than cases without purpose.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.
While 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.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
To avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.
Digital transformation: Agility and innovation best practice guide
As digital technologies drive rapid change in customer behaviour, expectations, and market and competitive dynamics, and with long-term trends dramatically accelerated by Covid-19, businesses need to find ways to be more responsive.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
There’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
As IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Reading the ‘tea leaves of culture’ and choosing to prioritise empathy are reasons why the global ecommerce giant continues to grow at pace, according to Amazon Studios CMO Ukonwa Ojo.
The online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Poised to grow by 300% in 2021, used car sales platform Motorway is embarking on a major new campaign to drive brand awareness and achieve future fame.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
Pfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.
A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
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.