We’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing.
Do personal brand managers help busy execs build their social presence, or are leaders at risk of losing touch with their audience?
The UK’s most valuable 75 brands, as ranked by Kantar, have again seen their collective value decline, with almost one in three being predicted as unlikely to grow next year.
Following a difficult first quarter, Nike is shifting focus to reconnect with consumers through sport, admitting a “comeback at this scale takes time”.
This year, McDonald’s is celebrating both its 50-year anniversary and 40-year partnership with advertising agency Leo Burnett, highlighting the brand’s approach to innovation and memorability.
“Humans do the why and AI does the what,” says Michelle Taite, who believes marketers should forget trying to define their artificial intelligence ‘strategy’.
In the first episode of The Marketing Week Podcast, we explore the transition from CMO to CEO, the implications of the HFSS ad ban, gen AI fears and the reality of working in B2B.
One hundred marketers across 10 category groupings have been awarded a place in Marketing Week’s 2024 Top 100, sponsored by Digitas.
Elevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.
An endless loop of data and research is stopping marketers from finding creative answers to the challenges they face.
With a former marketer at the helm, the disruptive energy company prioritses marketing to define its business strategy.
Marketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Senior marketers from Sainsbury’s, Specsavers and Henkel on the challenges of undergoing a marketing transformation in the pursuit of efficiencies.
A year after announcing the introduction of ads to Prime Video, Amazon has revealed its average UK monthly ad tier customer numbers for the first time.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
While the industry has done much work to improve sustainability there is still much more to do, says Giffgaff’s Lisa Boyles and Georgina Bramall, who are urging brands to take action now.
Cath Keers is set to leave Sage later this year after seven years with the company.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Marketing Week’s new and exclusive State of B2B Marketing research reveals customer insight is the most critical quality B2B marketers can possess, with empathy languishing at the bottom.
Make your brand model clear and keep repeating its key principle, if you want to ensure it survives the endless reinterpretations of your brief.
Congratulations to all the marketers named as part of Marketing Week’s Top 100 2024, sponsored by Digitas. In what has been another challenging year, it is well deserved.
Marketing has become very serious – but a dollop of humour can do wonders for effectiveness and doesn’t have to come at the expense of your brand message.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.