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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.