KFC resurrects ‘finger lickin’ good’ tagline
Matthew ValentineThe famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
Waitrose’s Martin George on why marketers need to ‘be more magpie’
Michaela JeffersonMarketers cannot be an expert in everything, so instead they should home in on opportunities that excite them, advises Waitrose customer director Martin George.
Stella Artois on creating ‘psychologically safe’ spaces for marketers
Manny PhamStella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
Government accused of chasing ‘cheap headlines’ as junk food ad ban proceeds
Michaela JeffersonThe Government has confirmed that it is moving forward with its proposals for HFSS advertising restrictions, under which Cadbury will be unable to widely advertise its 30% reduced sugar Dairy Milk chocolate.
Walkers and Paddy Power on bringing humour back to marketing
Charlotte RogersWe may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
Britvic’s CMO on how marketers can be ‘engines of growth’
Manny PhamBritvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.
How to support new mums returning to the remote working world
Charlotte RogersFrom leading with empathy to giving mothers the space to adjust to life working from home, brands must support marketers returning from maternity leave during the pandemic, or risk losing talent forever.
Morrisons moves price up the agenda as it looks to become ‘more competitive’
Michaela JeffersonWith a new loyalty scheme, expanding Amazon partnership and plans to invest in communications, Morrisons is confident it will recover from the impact of Covid-19 over the coming year.
Marketing agility has been redefined for the post-pandemic era
Lindsay WilesThe classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
The Marketing Academy reveals its 2021 Scholars
Michaela JeffersonThirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
AB InBev: Creativity can solve people’s problems and marketing should be ‘flying the plane’
Manny PhamThe drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Marketoonist on design thinking
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Ted Baker on why Covid-19 led to its greatest year for customer acquisition
Michaela JeffersonDoubling its media investment, implementing new technologies and experimenting with targeting helped Ted Baker attract new customers over the pandemic, says chief customer officer Jennifer Roebuck.
Morrisons revamps loyalty scheme with ‘instant money’ offer
Lucy TesserasAs part of the My Morrisons loyalty scheme, the supermarket has launched an app to keep track of savings and provide personalised offers.
Alcohol consumption, TV, carbon emissions: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
How to use TikTok for brand building – and get millions of likes
Marketing Week PartnerNew consumer research shows TikTok is a hotbed for brand discovery – find out how your brand can get in on the act.
P&G, TSB, Selfridges: 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.
‘We’re not shy of a bit of controversy’: How Diageo’s corporate brand was born
Charlotte RogersMore than two decades since the merger that formed drinks giant Diageo, the company’s corporate brand continues to strike a chord with employees and shareholders alike.
‘Inconsistency will be our consistency’: How MTV’s logo smashed the old world order
Matt BarkerWhen the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
‘A radical vision’: How Sony Bravia’s dazzling ‘Balls’ ad changed the game
Matt BarkerA logistical nightmare but a creative triumph, the ad turned around the fortunes of a troubled multinational and launched the career of one of the industry’s leading talents.
‘I thought it would be a one-year thing’: Inside the launch of The Marketing Academy
Sarah VizardAs the academy celebrates its 10th year and prepares to welcome its 11th intake of scholars in the UK, we explore how it came about and hear from those who have benefited from its programmes.
To advance your career, let go of your need to be ‘me’
Colin LewisMarketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
‘Mental models’ are the key to measuring the things that matter
Peter WeinbergMany marketers use metrics of no relevance to brand or financial outcomes, but the following concepts can help guide you towards more effective measurement.
The European Super League was solving a problem for a company, not a consumer
Joe GloverThe collapse of the breakaway European league was a failure to understand the needs and wants of a market.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
How has the pandemic changed brands’ view of ROI?
Charlotte RogersWhile some brands have been forced to ramp up their focus on short-term ROI, others have held their nerve and sustained their commitment to brand building with a view to the world post-pandemic.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Inside Nationwide’s award-winning campaign to shift consumer attitudes around saving
Marketing Week ReportersLearn how Nationwide used comedy to reframe how consumers’ view their finances and arrest the decline in savings rates.
Aviva relaunch looks to ‘weaponise’ the brand’s emotional power
Matt BarkerAs Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Why Ladbrokes Coral wants to move ‘beyond just the bet’
Charlotte RogersThe pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
From smartphones to security: BlackBerry on the brand challenge of switching categories
Manny PhamBlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
Coca-Cola revamps entire range as it sticks by unified pack strategy
Manny PhamCoca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Marketers need to reframe their view of design
Andrew BarracloughCocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
‘Consumers want to know the brand behind the brands’: Reckitt on its new identity
Michaela JeffersonRB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Marketing Week Top 100 2020: We reveal the UK’s most effective marketers
Marketing Week ReportersThe Marketing Week Top 100, sponsored by Salesforce, celebrates the highest achieving and most impactful marketers doing great work in 2020.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
Marketing and Machines: How AI helps brands make their media effective
Marketing Week PartnerWe explore how artificial intelligence can help brands buy digital media more effectively – including the importance of allowing the ‘learning phase’ to be completed.