At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
More than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.
B2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
With a focus on storytelling and alignment across the business, Amex Global Business Travel has evolved its marketing strategy for a new generation of travellers.
Ocado Ads claims to offer advertisers a “unique” set of retail media solutions driven by its online-first operating model.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
The three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Events and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
The campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
The homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
Brand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Marketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.