‘We’re not shying away from spend’: How Weetabix plans to build on 2021 success
Michaela JeffersonAs it launches a new TV campaign to kick off the new year, the winner of Marketing Week’s 2021 campaign of the year outlines its plans for 2022.
Michaela Jefferson
Five trends that will reshape media in 2022
Michaela JeffersonFrom developments in the metaverse, to the rise of retail media and the search for effective measurement, Marketing Week picks the trends that will take shape this year.
Marketing’s digital skills gap could become ‘unmanageable’ as proficiency declines
Michaela JeffersonNew research from the Chartered Institute of Marketing suggests marketers are failing to keep up as marketing technologies and social media platforms innovate “at pace”.
Moonpig hails ‘strong’ marketing performance despite revenue dip
Michaela JeffersonDespite praising its marketing efforts, the business’ revenue sunk 8.5% from £155.9m to £142.6m, as the reopening of non-essential retail in April brought with it further competition for Moonpig’s online service.
Purplebricks hires former O2 marketer Ian Cafferky as new CMO
Michaela JeffersonCafferky replaces Ben Carter who is leaving the online estate agent after only a year to join retailer Dunelm.
Jaguar’s LGBTQ+ focused magazine ad named most effective of October
Michaela Jefferson‘Live Loud’ ranked among the top UK ads of all time for distinctiveness, branding and emotional response, according to the latest ‘The Works’ study by Kantar.
The 2022 Agenda: Making prices work
Michaela JeffersonAs we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.
The 2022 Agenda: Breaking down the wall between brand and performance
Michaela JeffersonAs we look ahead to 2022, Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles. We are flagging what we think you should be spending your time and money on – and why, but equally it is a commitment from us to focus on these topics next year.
From ‘co-operation’ to ‘collaboration’: Will the rise of retail media reshape relationships with brands?
Michaela JeffersonWith the roll-out of its media and insights platform this week, Tesco has expanded into a rapidly growing space for retailers which will offer brands the opportunity to better understand and target customers.
Aldi crowned this year’s most effective Christmas ad
Michaela JeffersonKevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
How Morrisons found its effectiveness ‘sweet spot’ with this year’s Christmas ad
Michaela JeffersonMorrisons’ Christmas ad is the third most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.9. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
‘The stakes are higher than ever’: Can retailers make up for lost ground this Christmas?
Michaela JeffersonAfter all the disruption of the last year, major retailers are doubling down on advertising this Christmas. But with stock and price challenges still in play, the real focus should be on what’s coming around the corner.
‘Anti-social’: Why Lush is resurrecting its social media ban
Michaela JeffersonChief digital officer Jack Constantine tells Marketing Week about the beauty retailer’s plans to come off social media for the second time, why it has decided to make a stand and what went wrong the first time round.
Jaffa Jonuts scores hole in one with September’s most effective outdoor ad
Michaela JeffersonThe Jaffa Jonuts ad campaign scores in the top 15% of all UK ads for branding and in the top 20% for short-term sales potential, according to the latest edition of ‘The Works’ study.
‘Average audiences mean average results’: GSK on bringing diversity into market research
Michaela JeffersonMarketers are “setting themselves up to fail” if they rely on averages and don’t make an effort to include diverse communities in their marketing strategy from the beginning, says senior media director Jerry Daykin.