Beating stiff competition from the likes of Aldi and O2, Marketing Week Masters award winner Forest Holidays knows that open communication, having a vision and talent spotting are the hallmarks of a successful marketing team.
While others retailers opted for a more sober approach to Christmas campaigns in 2020, Tesco chose humour and cheekiness.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Morrisons’ Christmas ad is the second most creatively effective this year, according to System 1’s analysis, with a star rating of 4.7 out of 5.5. The supermarket’s marketing director says the brand is increasingly focused on delivering effectiveness with its advertising.
From upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
With a series of strategic ‘flips’ Toyota Yaris was able to attract new audiences and shift perceptions of the brand.
Unilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
Describing time as the most precious commodity in a startup, Wood explains how being disciplined and taking inspiration from outside ensures Ufurnish does not skip a beat.
While ecommerce has grown in importance for shoe retailer Aldo since the pandemic, physical stores remain critical. One way the retailer is bridging the gap is through the introduction of “omni-associates”.
After 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.
With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
One of the 10 Technologists named in the 2021 CX50 list, BHF’s chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.
Accelerated by lockdown and spanning everything from meal kits to grocery deliveries, the convenience revolution shows no signs of slowing down.
Boasting a growing loyalty membership and subscription base, Pets at Home is investing significantly in personalisation in a bid to boost its marketing effectiveness.