Brands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
In the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
Achieving an outward-looking approach to his work has been a big focus for Birds Eye marketing director, Steve Challouma, who having spent more than two decades in the industry has learned how to channel shyness into creative firepower.
Uncertainty over the shape of Brexit continues to make planning hard for brands and consumers, with skills shortages hitting companies facing the prospect of EU tariffs.
Amid a cultural backdrop of climate emergency, Brexit chaos and fears over gun violence in the US, brands are increasingly deciding to take a stand, rather than play it safe.
Marketing Week reviews the latest books and blogs for marketers.
A normal part of doing business or an expense crippling the bottom line, the issue of returns is climbing up the retail agenda as brands deliberate how to tackle repeat offenders.
Tired of a throwaway culture based on cheap products, shoppers are increasingly opting to rent products, from fashion to furniture, in their search for sustainable solutions that suit modern attitudes to ownership.
Does the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
Peer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
Sports equipment brand hits sweet spot with consumers during Japanese tournament with nostalgic campaign, according to exclusive research.