Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
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EA Sports on ditching FIFA and having to rebrand its most popular game
Josh StephensonEA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
The best way to get buy-in for investment? Remove every reason to say no
Jon EvansFor those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
Asos’s sales down as drag from promotional marketing continues
Chris SutcliffeThe online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
PZ Cussons reports third consecutive year of revenue growth amid brand push
Josh StephensonThe hygiene business saw growth slow in the UK as the bathing and washing category declined but kept investment in its brand marketing high.
Marketoonist on marketing ROI
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Change is painful’: Can marketers cushion the blow of retailers charging for returns?
Molly InnesRetailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?
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Scientific findings should be replicated somewhere other than PowerPoint
Helen EdwardsMarketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Unravelling Babel’s tongue: AI within transcreation
Rik GrantAI has potential in ad translation, but creative copywriters still beat it at transcreation – adapting messages between languages with the right tone and context.
Representation, collaboration, debt: 5 interesting stats to start your week
Chris SutcliffeFrom a lack of representation in shops and social to the reality of ‘buy now, pay later’ debt, here are the most important stats you need to know this week.
Lidl’s top marketer exits for BP
Josh StephensonClaire Farrant is joining the oil giant after eight years at Lidl.
Dunelm on changing perceptions by ‘shining a light’ on what’s already there
Josh StephensonDunelm’s marketing lead on hoping to alter customer perceptions around the breadth of its range through focusing on what the company already has rather than reinventing the wheel.
‘Everyone’s got an opinion’: Cautionary tales from the budgeting and planning frontline
Molly InnesFive former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
Role models and retention: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
ITVX won’t halt advertising woes for British broadcaster, analysts say
Chris SutcliffeITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.