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.
The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
Zendesk 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.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
As 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.
Despite 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.
Menezes, 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.
To 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.
What are the latest developments in the worlds of streaming and CTV, in the context of the longer-term decline in broadcast TV viewership?
A recent Advertising Week Europe panel session revealed the full-funnel impact that a creative approach can have on a campaign.
News and analysis from the 2023 edition of our exclusive research
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The 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.
The 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.
Achieving big things on a small budget is possible. Here are four things to consider.
Brands are being encouraged to stand by their Pride campaigns this month, after backlash following inclusive Bud Light and Target launches
We arm you with all the numbers you need to tackle the week ahead.
Women 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.
A 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?
After 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.
As 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”.
Winner of the Marketing Week Award for Brand Innovation, care home group Anchor amplified its recruitment by investing in social media, targeting and employee research.
People don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
After 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.
The basics of marketing are available to us all, no matter the size of the business.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
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.
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.
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.
Reflecting 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.
Marketing 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.
Arçelik , 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.
Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
Looking for a new role in 2023? Here’s what to expect from the recruitment market.
As marketing WhatsApp communities grow in prominence, why are so many marketers turning to peer-to-peer groups for support?
By 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.
Rather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Artificial 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.
Brand 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.