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.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Growing 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.
Marketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Having 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.
By rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
Britvic 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.
The 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.
PepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
Digital 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.
Convinced 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.
As 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.
Insight-driven decisions and a data culture that supports creativity are the lynchpins of the CMO role in today’s digital economy.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Amid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Despite 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.
We arm you with all the numbers you need to tackle the week ahead.
New research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
With 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.
All 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 believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
Brands 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.
Want diverse talent to thrive in marketing? It starts with having someone in your corner. Just ask Usain Bolt.
Experiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
The 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.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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.
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.
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 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 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.
Using 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.
With 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?
Wtih 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?
On 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.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With 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.
Communicating 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.
Takeaways 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 reveals the Top 100 Most Effective Marketers for 2021, sponsored by Salesforce.