Dr. Martens: Brands need the confidence to constantly ‘reframe’ themselves
Niamh CarrollMarketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Meet the challenger brand recreating the local pet shop experience online
Michaela JeffersonGrowing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.
Virgin Media on avoiding ‘innovation for the sake of innovation’
Michaela JeffersonMarketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Why Toblerone ‘baked commerce into brand building’ to drive awareness
Lucy TesserasHaving earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Meet the brands prioritising social mobility
Charlotte RogersBy rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Britvic ramps up marketing activity to drive long-term ‘growth ambitions’
Niamh CarrollBritvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Aviva’s Raj Kumar on why simplicity is freedom
Charlotte RogersThe outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
How PepsiCo is moving beyond a ‘dated’ idea of ecommerce
Niamh CarrollPepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
Navigating the cultural changes of pandemic-driven digital transformation
Marcus LambertDigital buyer journeys in B2B are not going away, so sales and marketing teams must continue to adapt, breaking down silos and following the data in order to keep improving.
Premier Foods confident consumers won’t ‘trade down’ to own-label
Niamh CarrollConvinced more consumers will buy into its brands amid the cost of living crisis, Premier Foods plans to continue investing in marketing to grow market share.
Asda talks up ‘massive’ opportunity for retail media
Charlotte RogersAs we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
How the role of the CMO is evolving in an increasingly digitalised world
Marketing Week PartnerInsight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.
Marketoonist on omnichannel customer engagement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Incoming in-store HFSS restrictions could lead to ‘huge swings’ in category share
Niamh CarrollDespite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
Marketing salaries, ethics and contextual targeting: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
CEOs are one of the most ‘underrated’ marketing tools, study finds
Niamh CarrollNew research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
How brands are tackling ageism from the inside out
Molly InnesWith the age makeup of marketing teams persistently skewing younger, brands from the Phoenix Group to Saga are putting recruiting and retaining age diverse talent high on the agenda.
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A memo to marketers everywhere, life doesn’t end at 50
Russell ParsonsAll too often marketers are still grouping those aged over 50 into a homogeneous group defined by their age but it is folly to fail to represent them.
Saga on why its age diverse workforce is helping it become a ‘superbrand’
Molly InnesSaga believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
Meet the marketers turning the tide on ageism
Molly InnesBrands are often accused of being too ‘youth focused’, but some are trying to bring about change, starting with seeing consumers aged over 50 as individuals.
To nurture marketing’s future, champion others
Ritchie MehtaWant diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
Would a Patagonian toothfish by any other name taste as sweet?
Richard ShottonExperiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
If you don’t invest 5% of your budget in research, you don’t know what you’re doing
Mark RitsonThe BBC’s decision to invest heavily in research should be celebrated by us all and noted by marketers. Investing 5% of your budget in market research is not superfluous, it’s key to understanding customers, serving them better and growing your business.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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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 ValentineWtih 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.
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.
