Grub Club wins £1m media investment from Sky’s sustainability ad fund
Molly InnesThe dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
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Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Vote for your marketing campaign of 2023: Group stage
Marketing Week ReportersMarketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
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Peloton CMO departs after 11 months to take top marketing job at Verizon
Molly InnesLeslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
How Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.
P&G finance chief: Product ‘superiority’ has shielded brands from private label impact
Niamh CarrollThe consumer goods giant ‘reset’ its superior product portfolio, reducing the proportion of its products that are included in it, in order to fight ‘inertia’.
2023 marketing year in review: It’s been a bad year for…
Marketing Week ReportersFrom the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.
‘We need the help of our competitors’: Yorkshire Tea on reinvigorating a declining category
Niamh CarrollYorkshire Tea has gained share to become the clear market leader in black tea, but as the top brand in a declining category it is now looking to fresh ways to stimulate growth in a contracting market.
Peter Field: Marketers are too disinvested in TV advertising
Chris SutcliffeTV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
2023 marketing year in review: It’s been a good year for…
Marketing Week ReportersFrom a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
This Much I Learned: ITV’s CMO Jane Stiller on the need for ‘diversity of thought’ in marketing
Marketing Week ReportersIn the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
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On the Beach CEO credits brand differentiation for increasing marketing effectiveness
Niamh CarrollTravel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.
Sainsbury’s dual focus on premium product and price powers its largest market share gain in a decade
Chris SutcliffeThe supermarket chain’s strategy to “go after both” quality and the cheapest has helped it increase market share by 0.4 percentage points.
Why TikTok campaigns aren’t just for Christmas
Marketing Week PartnerWith the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.