Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Josh StephensonZendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
M&S, Sainsbury’s, Wizz Air: 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.
It is incumbent on marketers to force the strategic debate: Here’s how
Secret MarketerAs part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how to overcome some of the common pitfalls.
Two-thirds of B2B marketers expect budgets to grow in the next 12 months
Rachel LawlerDespite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.
Diageo CEO Sir Ivan Menezes passes away
Niamh CarrollMenezes, who was responsible for the creation of Johnnie Walker’s ‘Keep Walking’ slogan, was described as still a marketer ‘at heart’ with a passion for building great brands.
Short tenures, bad briefs, risk aversion: The common pitfalls holding back creativity, study finds
Rachel LawlerTo help foster creativity, advertisers are advised to repeat winning formulas, allocate resource against outcomes not inputs, and help the C-suite understand the commercial importance of brand, according to a new study by Thinkbox.
The changing landscape of connected TV
Ben DavisWhat are the latest developments in the worlds of streaming and CTV, in the context of the longer-term decline in broadcast TV viewership?
How entertaining content boosts performance on TikTok
Marketing Week PartnerA recent Advertising Week Europe panel session revealed the full-funnel impact that a creative approach can have on a campaign.
Marketoonist on AI productivity
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week Mini MBA launches business management course
Marketing Week ReportersThe new course is designed to help senior marketers cross over into business management. It will be led by Helen Edwards, and feature renowned professors such as Roger Martin and Alison Fragale.
P&G’s brand chief on why prioritising accessible advertising is ‘good for growth, people and society’
Niamh CarrollThe barriers to introducing accessible advertising are relatively low, but the potential gains for brands are high, according to P&G Europe’s chief brand officer, Taide Guajardo.
What to do when you have no budget
Jon EvansAchieving big things on a small budget is possible. Here are four things to consider.
Brands urged to stand behind their Pride campaigns
Rachel LawlerBrands are being encouraged to stand by their Pride campaigns this month, after backlash following inclusive Bud Light and Target launches
Generative AI, digital skills, ageism: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Marketers have a big opportunity to help fix the financial inclusion gap
Helen JamesWomen hold an increasing portion of the UK’s wealth yet many lack financial confidence. It is incumbent on financial institutions to remove this confidence gap and marketers have an important role to play.
Are big brands really fighting off the private label threat?
Niamh CarrollA number of large FMCG brand owners, including Kraft Heinz, Britvic and Reckitt, claim they have seen “minimal” impact from private label, despite statistics suggesting own brands are winning share. So what’s happening?
Even sophisticated mass marketers need targeting
Mark RitsonAfter a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
How to avoid the ‘age misconception trap’
Charlotte RogersAs research from Kantar reveals segmenting audiences by experience and behaviour could make targeting up to four times more efficient, marketers explain why segmentation should “underpin everything”.
How one brand’s recruitment revamp drove record engagement
Charlotte RogersWinner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
Your customers aren’t constant, it’s moments that matter more
Richard ShottonPeople don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
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What caused Diddy to turn on Diageo?
Mark RitsonAfter a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
How to build a basic marketing strategy for small businesses
Joe GloverThe basics of marketing are available to us all, no matter the size of the business.
Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Inside Creativity
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
Reports
From 
The state of marketing effectiveness
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Recruiting for in-demand skills
With the digital marketing skillset expanding alongside evolving business and consumer needs, organisations face a ‘war on talent’ as demand outstrips supply. This quick guide looks at how businesses can optimise their recruitment process to attract and retain the right candidates.
How to turn data into insight and action
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
Direct Line’s Ann Constantine on the ‘next leap’ for effectiveness
Charlotte RogersReflecting on her more than two decades at the insurance giant, head of marketing effectiveness Ann Constantine considers what next for measurement and the lessons marketers can learn from the 1990s.
The 2023 Agenda: The spotlight shines brighter on effectiveness
Charlotte RogersMarketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Meet the marketers swapping corporate life for portfolio careers
Matthew ValentineAttracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
What does 2023 look like for marketing recruitment?
Molly InnesLooking for a new role in 2023? Here’s what to expect from the recruitment market.
Why CMOs are turning to WhatsApp groups for support
Molly InnesAs marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
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Tesla is about to experience the seven perils of discounting
Mark RitsonBy discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Pricing: Marketers on the business case for behavioural science
Charlotte RogersRather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
The most important part of AI is the human intelligence behind it
Catherine KellyArtificial intelligence is a powerful and exciting technology with the potential to revolutionise many industries, including marketing. However, human intelligence ultimately determines how effectively AI is used to drive real-life benefits.
Why ‘brand gen’ is the secret to effective, full-funnel B2B campaigns
Marketing Week PartnerBrand marketing and demand generation are too often separated, which leads to misalignment and loss of impact. B2B marketers should look to ‘brand gen’ campaigns to unite them.