Ritson: You can’t beat TikTok by becoming its clone
Mark RitsonOur marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
Why airline brands must communicate ‘realistically’
Niamh CarrollData shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
British Gas’s brand takes a hit as profits swell
Michaela JeffersonThe strength of the British Gas brand is plummeting, according to new data, as the energy crisis deepens and consumers struggle with the rising cost of living.
Former Tesco brand boss Michelle McEttrick named Primark’s first chief customer officer
Niamh CarrollCredited as playing a “key role” in Tesco’s brand turnaround story, McEttrick will join Primark in September.
Deliveroo pulls back on marketing spend as inflation softens demand
Michaela JeffersonDeliveroo had planned to increase marketing spend over 2022, but as customer acquisition and retention weakens, the business has decided not to pursue top-line growth.
‘Reaching a cliff edge’: What does media inflation mean for brands?
Michaela JeffersonThe rising cost of TV might offer advertisers an opportunity to redefine how they measure the value of different media, industry experts suggest.
‘Path of least resistance’: How consumer spending behaviour is adapting to inflation
Michaela JeffersonAs the UK teeters on the precipice of another recession, consumer shopping behaviour is shaping up to be similar to that seen during the 2008 financial crash.
Why Heineken is making sustainability its ‘north star’ for product innovation
Niamh CarrollThe beer company’s UK marketing director says sustainability in product design must go much further than just packaging.
Five tips for creating effective email content today
April MullenEmail is a perennially effective marketing channel, but to maintain that you need to stay on top of best practice. Here are five things you should be doing now.
Marketoonist on Generation Alpha
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Corona on earning permission to ‘stretch’ beyond traditional marketing
Niamh CarrollCorona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Vote for your Brand of the Year 2022
Marketing Week ReportersThe shortlist for the Marketing Week Awards 2022 Brand of the Year has been revealed, and now it’s your chance to have a say in who wins.
Revealed: Marketing Week Awards 2022 Brand of the Year shortlist
Marketing Week ReportersSix brands have been shortlisted for the 2022 Marketing Week Awards Brand of the Year, with the winner to be announced in November.
Anxious dreams, social advertising, market research: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Disney+, British Gas, Boots: 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.
How UKTV increased market share by ditching ‘disposable’ marketing
Marketing Week ReportersBy focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
One marketer on the challenge of having 7m reluctant customers
Charlotte RogersHaving swapped the world of digital banking for debt collection, former Atom Bank marketing boss Neil Costello is on a mission to bring a message of financial wellbeing to an unloved sector.
‘We needed to up our game’: The FCA on embracing the power of marketing
Matthew ValentineRecognising the need to be “more radical”, the Financial Conduct Authority has the backing of senior leadership to make marketing a “vital” part of its fight against fraud.
Meet the period brand taking on the mainstream giants
Michaela JeffersonChallenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
How one sector ‘woke up’ to marketing’s commercial potential
Molly InnesThe company behind plant food giant Miracle-Gro, Evergreen wants to provoke a rethink of the garden care sector by pushing marketing up the commercial agenda.
New media platforms shouldn’t play by old media rules
Mark RitsonData suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
How the mind boggles and how brands boggle the mind
Johnny CorbettWant to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Customers will reward brands that get them in the mood
Richard ShottonExperiments show being in a good mood makes consumers likely to pay more, so reaching them in positive contexts could make marketing more effective.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
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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 ValentineWith 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.
Reasons to be cheerful, 1, 2, 3: Why brands and marketers still have reasons to smile
Steve HemsleyDespite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Fight, don’t freeze: How to recession-proof your brand
Kevin O'FarrellMedia investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.