Why advertising will never die
Tom RoachAdvertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Advertising’s not dead, it’s not dying and no one’s going to kill it any time soon. It’s never been more alive, so instead of taking aim, let’s be dead proud of it.
Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
As inflation reaches a 40-year high, driven by soaring food and energy bills, consumer confidence plunges.
The Awards celebrate the industry’s most effective work, from strategy through to execution, judged by a 50-strong jury of the UK’s most respected marketers.
Consumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.
Consumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
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 the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
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.
With Marketing Week research revealing a socio-economic pay gap of 19.1% and the representation of working-class people in the creative industries going backwards, is it time marketing addressed its “class crisis”?
Marketing Week’s Opening Up campaign is calling on the industry to put widening access to marketing careers top of the agenda. Recruiting differently to attract under represented groups into marketing will benefit the industry and your brand.
The statistics suggest marketers from working-class backgrounds are less likely to be in senior roles or earn as much as their peers from upper-class backgrounds.
By rethinking recruitment, democratising work experience and sharing the stories of senior leaders, organisations are finding ways to make social mobility a reality.
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.