The Marketing Academy Foundation raises £18,000 from classic ad remakes
Russell ParsonsRecreations of iconic ads for Heineken, Oxo and Cadbury were among the winners in a challenge that raised £18,000 for The Marketing Academy Foundation.
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Cancer Research UK: Don’t create a culture that cripples creativity
Matt BarkerCreating a culture of effectiveness doesn’t necessarily mean being a slave to KPIs and other metrics, argues Cancer Research UK marketing boss Philip Almond.
Covid-19 forces brands to ‘step up’ with strategic approach to societal issues
Molly FlemingBrands are taking a more strategic and holistic approach to social and environmental issues, putting pressure on NGOs not to focus on one issue to the exclusion of everything else.
Understanding the ‘art and science’ of share of search
Charlotte RogersA measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
Marketoonist on product choice overload
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Diageo expands marketing effectiveness tool to help navigate Covid-19
Molly FlemingDiageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
How to define product strategy, management and marketing
Econsultancy TeamAs digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
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TikTok is nothing new – to marketers, it’s just another ad platform
Mark RitsonAlthough its strapline, ‘Don’t Make Ads, Make TikToks’, touts it as revolutionary, TikTok will soon reveal itself to be another ‘traditional’ ad business, as its own media strategy makes clear.
How Chelsea FC increased fan loyalty off the pitch
Matthew ValentineChelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
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Patagonia on why it won’t fuel a ‘superficial desire’ for its products
Charlotte RogersFrom encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
Boots, YouTube, McDonald’s: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
How brands are keeping their strategies alive amid global uncertainty
Charlotte RogersStrategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
GE CMO Linda Boff on why marketers are the ‘soul’ of the business
Matthew ValentineThe GE CMO wants marketers to realise they are the “soul of the company” and find a way to work without fear, despite the challenging circumstances.
The need to innovate and the central role of marketing: Your Marketing Week
Sarah VizardWith Russell busy hosting sessions at the Festival of Marketing, it is my turn to offer a view on our key stories and what they mean for you and the industry. From the need for UK brands to innovate to the role of marketing under a new Tesco CEO, it’s been a busy week on marketingweek.com. Here is my take.