John Lewis has made its biggest-ever investment in marketing as it seeks to redress value perceptions about the brand, and relaunches its ‘Never Knowingly Undersold’ promise.
Aperol has quintupled in growth over the past decade, but the brand is not looking to innovate into new flavours or cocktails, instead choosing to go all-in on delivering its “perfect serve” to consumers.
From the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
Businesses seeing the value in marketing beyond driving leads is the biggest change that would make securing investment easier, Marketing Week data reveals.
There has been a spate of collaborations in recent months as brands look to raise awareness and grow affinity by reaching consumers in unexpected places.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Net 26% of marketers plan to cut ad spend on X in 2025, according to new Kantar data, which also finds consumer ad receptivity is on the up.
Five organisations have been shortlisted for this year’s Talent Trailblazer Award. The award, which is a partnership between Marketing Week and the Advertising Association, recognises efforts to broaden access to the industry.
Derek Morrison, MD Retail Marketplace at UNiDAYS, explains how businesses can tap into Gen Z’s key shopping moments in the coming months.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Dentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
An investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.
After retiring the price matching promise two years ago, John Lewis is bringing it back in a new format, now making it available in-store and online to reflect “how customers shop today”.
With a partnership spanning over a decade, Currys and AMV BBDO discuss how trust is formed by working towards a “common ambition”.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Ex-Gucci CMO Jonathan Kiman will lead Burberry’s global marketing team as the brand attempts to turn around plunging sales.
When used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
The advent of AI search is going to cause headaches for Google – and change the balance of power from performance marketing back to brand.
The political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
In an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.