The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
We arm you with all the numbers you need to tackle the week ahead.
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 Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
New opportunities will always arise so make sure you have the inner confidence to persevere.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
John Lewis, Selfridges, M&S and Next have all taken different approaches towards the reopening of non-essential retail this week, but the real trial lies in the weeks and months ahead.
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.
From being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.
The foundation of a successful marketing career is knowing what you want and running your own race, says UKTV chief marketing and innovation officer Simon Michaelides.
Journalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
The online fashion retailer grew its sales by 24% over the first half of its financial year, after boosting digital marketing spend to raise brand awareness and drive traffic to the platform.
The three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.