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.
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.
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.
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.
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.
Marketers and media: Is fragmentation causing a confidence crisis?
Matthew ValentineWith only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
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.
Take control of customer relationships after cookies: Your to-do list
Mike MenzerBuilding brand partnerships, CRM and publisher ecosystems are all crucial for when third-party cookies disappear. Don’t expect to achieve them overnight.
HFSS, Tesco, Ryanair: 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.
Ageism and better pitches: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From tackling ageism in marketing to building better client-agency relationships, it’s been a busy week. Here is my take.
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.
The right in-housing mix: finding the route to success
Jonathan CreswellIn-housing MMO is 2022’s hottest topic in marketing analytics. Data science specialist and MD of Ekimetrics, Matt Andrew, explores the key questions all firms should ask before embarking on a journey to in-housing marketing effectiveness.
The Marketing Academy reveals 2022 Scholars
Lucy TesserasThirty 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.
Almost half of brands plan to hire remote marketing talent
Charlotte RogersNew research reveals 67% of employers looking to hire marketers believe being closely located to the office is no longer as important as it was pre-pandemic.
Microsoft CMO: Marketers need to ‘get over their imposter syndrome’
Molly InnesMarketers are the equals of their peers in sales and finance, argues Microsoft’s Chris Capossela, who believes marketing can build brand love by focusing on price.
Marketing bodies react as government commits to new digital legislation
Michaela JeffersonThe planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
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.
Forget personalisation, it’s impossible and it doesn’t work
Peter WeinbergTrue personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
Don’t make class the forgotten child of diversity
Andy NairnClass intersects with every aspect of diversity, meaning marketers serious about their inclusion agenda need to listen, learn and act – now.
Marketers, put widening accessibility top of your to do list
Russell ParsonsMarketing 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.
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.
