Ritson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.
After rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Having confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
Speaking today (6 October) at Marketing Week’s Festival of Marketing, Premier Food’s chief marketing officer Yilmaz Erceyes said marketers need to be closer than ever to consumers in a cost of living crisis
With most B2B customers not in the market to buy most of the time, marketers should target memorability rather than instant sales, said the LinkedIn B2B Institute’s Jon Lombardo.
Marketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Retail like-for-like sales increased 3.2% over the first half of Tesco’s fiscal year. However, with inflation driving up business costs, adjusted operating profit was down 10% to £1.25bn.
With uncertainty now a hallmark of modern business, a selection of Marketing Week’s Top 100 most effective marketers discuss how they lead in a world where all bets are off.
Some of the UK’s most illustrious marketers give their views on the value of personalisation and how brands can balance it with a privacy-first approach.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
Marketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Tag.
The government’s plan to replace GDPR with an entirely new data privacy regime could create more problems for brands than solutions, the marketing industry warns.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Tag.
Marketers debate over salience and differentiation like they are mutually exclusive, when the evidence shows both in combination will deliver the best results.
After pausing the Data Protection and Digital Information Bill, the government has announced plans to ditch the reforms and create an entirely new data privacy regime.
Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
Setting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
Marketers always ask me for examples of my clients’ marketing plans. I can’t give you that, but I can tell you how to write a good one.
Setting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
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.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.
As we reveal Marketing Week’s 2022 Top 100 most effective marketers, it’s time to take stock and celebrate the achievements of some of the best marketers working in the UK today amid some of the most challenging times.
Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
With research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
With 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.