Weetabix’s ‘Beanz on Bix’ crowned your campaign of 2021
Marketing Week ReportersThe cereal brand defeated Boots in the final to take home the coveted prize.
‘The most significant time’: Salesforce’s CMO on marketing’s moment
Russell ParsonsOne year on from becoming CMO, Sarah Franklin reflects on the opportunity afforded marketers during the pandemic, the importance of brand building and characters, and the launch of its Salesforce+ streaming service.
If you build a brand without considering its use you’re wasting your time
Secret MarketerBorrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Ritson’s top 10 marketing moments of 2021
Marketing Week ReportersFrom Reebok to Tiffany, Bezos to Burger King, brand purpose to Meta, Marketing Week’s trusty columnist reveals his top 10 marketing moments of the year.
Future-proof marketing teams need ‘batteries included’ marketers
Colin LewisWhen it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
Marketing Room 101: The buzzwords that must be banished
Marketing Week ReportersWhat do Sir John Hegarty, Jan Gooding and Reach’s Andrew Tenzer want to see eradicated from marketing?
Marketoonist on labour shortages
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Meet the B2B marketers winning the battle for brand
Matthew ValentineWhile sales may have ruled the roost in B2B for decades, marketers are using their influence and experience to show their businesses the value of investing in a long-term brand building agenda.
How losing trust costs brands customers – and what marketers can do to prevent it
Marketing Week PartnerNew research from Adobe shows more than half of customers stopped buying from a brand that broke their trust last year, with data indiscretions being the biggest cause. But there’s also an opportunity to build trust and strengthen customer relationships by using data to add value for customers.
A new campaign approach: Connecting customer journeys through the funnel
Sean HargaveBringing together brand and performance marketing teams allows more understanding of insights across the customer journey.
Boots vs Weetabix: Vote for your campaign of 2021
Marketing Week ReportersAfter three rounds of voting we now have our two finalists.
Marketing’s digital skills gap could become ‘unmanageable’ as proficiency declines
Michaela JeffersonNew research from the Chartered Institute of Marketing suggests marketers are failing to keep up as marketing technologies and social media platforms innovate “at pace”.
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Why some marketing is almost always better than no marketing
Harry LangMarketing Week columnist Harry Lang shares an excerpt from his recently published book, Brands, Bandwagons & Bullshit, a guidebook for young professionals embarking on careers in marketing, advertising, PR and media.
How M&S is using apprenticeships to unlock ‘millions in untapped value’
Charlotte RogersHaving launched a world first Level 7 apprenticeship in data science and AI for the retail sector, Marks & Spencer firmly believes in the power of apprentices to drive business forward.
Recruitment challenges and the purpose debate: Your Marketing Year
Russell Parsons2021 has been a difficult year to read. The mood and sense of optimism dictated by lockdown and lockdown easing, and punctuated by supply chain issues, price pressure and economic capriciousness. All mixed with stolen moments of possibility and opportunity.
The best and worst Christmas ads 2021: Marketing Week picks
Marketing Week ReportersWith just over a week left to go until Christmas, Marketing Week shares its take on this year’s Christmas stars and festive flops.
Three ways to convince rejecters of the value of your offer
Richard ShottonConfirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
‘You can feel the creativity’: KFC on building a ‘brand for the nation’
Charlotte RogersFive years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.
‘Keep it simple’: Camelot’s Keith Moor on the secret to being an effective marketing leader
Lucy TesserasAs Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.
Confused.com on how ‘throwing out the category playbook’ helped it drive cut-through
Marketing Week ReportersConfused.com CMO Samuel Day explains how the price comparison site boosted brand awareness by going against category norms.
Inside the Grand Prix winning Direct Line campaign that delivered against all measures
Michaela JeffersonDirect Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters last week, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
The key ingredient your brand – and sector – is missing
Helen EdwardsEvery sector has a blind spot in the experience that brands offer, and by addressing it you could gain a real competitive advantage.
Peloton has snatched victory from the jaws of death – again
Mark RitsonMr Big’s (spoiler alert) death after a Peloton ride in the latest Sex and the City spin-off had social media forecasting the brand’s doom, but it actually created greater mental availability for the brand – especially after Ryan Reynolds’ creative agency got involved.
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Ruthless consistency is one of the most underrated marketing skills
Gareth TurnerWhile persistence, consistency and the ability to keep things simple might not grab the headlines, nailing these skills is the secret to thriving as a marketer.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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The key basics that form the foundation for data strategy
The importance of data and its relationship with business success has been a key theme in many a marketing discussion in recent years.
How to be agile and drive innovation through times of disruption
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.
‘It’s time to shout about the brand’: How Purplebricks plans to win over sceptics
Michaela JeffersonNew CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs 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.
Amazon: Customer anecdotes are as important as data
Marketing Week ReportersReading 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.
Just Eat on how it became part of people’s ‘way of being’
Marketing Week ReportersThe online delivery brand’s marketing boss believes that it has now become an essential part of our everyday lives, rather than an occasional treat.
Motorway’s Lloyd Page on using long-term fame to fuel ‘accelerated growth’
Charlotte RogersPoised 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.
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If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Mark RitsonThose 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.
Is Pfizer’s ‘Comirnaty’ genius branding or a major misstep?
Michaela JeffersonPfizer’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.
How Team GB rewrote the rules of Olympics marketing on a shoestring
Matthew ValentineA 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.
Insights from our roundtable series in partnership with eBay
Marketing Week PartnerTakeaways from our exclusive programme of events for marketers in the FMCG, finance, media and technology, home and garden, and fashion and lifestyle sectors.
Marketing Week Top 100 2021: We reveal the UK’s most effective marketers
Marketing Week ReportersMarketing Week reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.
