Revealed: Marketing Week Awards 2022 Brand of the Year shortlist
Marketing Week ReportersSix brands have been shortlisted for the 2022 Marketing Week Awards Brand of the Year, with the winner to be announced in November.
Why Heineken is making sustainability its ‘north star’ for product innovation
Niamh CarrollThe beer company’s UK marketing director says sustainability in product design must go much further than just packaging.
Corona on earning permission to ‘stretch’ beyond traditional marketing
Niamh CarrollCorona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Marketoonist on Generation Alpha
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How UKTV increased market share by ditching ‘disposable’ marketing
Marketing Week ReportersBy focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Why one investment firm is taking its brand portfolio ‘to the spa’
Molly InnesSince joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.
Anxious dreams, social advertising, market research: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
New media platforms shouldn’t play by old media rules
Mark RitsonData suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
Why creative content is essential to crafting powerful digital experiences
Attilio BottaDigital experiences are often conceived to fulfil a campaign objective, but they should be a consistent part of customer relationships – and you may already have the creative content to fuel them.
How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Vote for your Brand of the Year 2022
Marketing Week ReportersThe shortlist for the Marketing Week Awards 2022 Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
Asda, Captain Morgan, Travelodge: 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.
Why brands are putting TikTok at the heart of their ecommerce strategy
Megan TatumTikTok has become a key driver, not just of reach and awareness, but also conversions and sales, which is seeing it take a core role within brands’ ecommerce strategies.
Inflation-busting marketing and a new era for women’s sport: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the Lionesses’ historic Euros win to the looming recession, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Expedia shifts spend from performance to loyalty as it adopts ‘long-term’ view of growth
Niamh CarrollExpedia says it is bucking the norm for travel booking firms by focusing on growing customer lifetime value and retention over chasing individual transactions online.
William Hill preps for winter World Cup following ‘biggest year’ for marketing
Molly InnesThe bookie is looking to build on “strong foundations” with a new campaign focused on ramping up excitement ahead of the World Cup in November.
Burger King claims refocused marketing effort is ‘resonating’ with consumers
Niamh CarrollThe marketing and digital teams at the fast-food business have been collaborating to drive progress in areas including loyalty and delivery.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
What’s the future for innovation in the age of inflation?
Matthew ValentineCould “commercial creativity” be key to surviving record breaking inflation? Burger King and Heineken explain why investing in innovation now will pay off later.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
How one brand switched its business model in under a week
Charlotte RogersUsing value curve analysis, mental health brand Spill pivoted its entire product and approach in just six days.
How the mind boggles and how brands boggle the mind
Johnny CorbettWant to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Customers will reward brands that get them in the mood
Richard ShottonExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
1 Comment
For a true view of the consumer, get them to talk like themselves
Helen EdwardsUnfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
From 
Understanding of the fundamentals of good storytelling
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.
The benefits and opportunities for brands in B2B social selling
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.
What to consider when developing a social media strategy
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 to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports 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 ‘eye-catching’ recipe crowned most effective ad of February
Michaela JeffersonSainsbury’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.
How Boots balances creativity and science to drive effectiveness
Michaela JeffersonUsing 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.
In-housing: The solution to an industry skills gap?
Molly InnesWith 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?
Can marketing ever be a ‘green’ job?
Matthew ValentineWith 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?
M&S and Unilever address marketing’s lack of socio-economic diversity
Charlotte RogersOn 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.
Inside Coke’s new London store aimed at building ‘brand love’
Niamh CarrollCoca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
Brands on why loyalty is their ‘secret weapon’
Molly InnesWith 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.
Octopus Energy: Customer experience is not just a job for marketing
Niamh CarrollCommunicating 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.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite 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.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands 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.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia 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.